(Lotte)

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Lotte’s e-commerce platform, Lotte ON, is launching L.TOWN, its new platform that consolidates discount benefits across Lotte Group affiliates including food, entertainment, retail, and sports.

Starting on Monday, L.TOWN will integrate 12 Lotte Group subsidiaries, including Lotte Cinema, 7-Eleven, and Lotte World, into a single online platform within Lotte ON. Users can access L.TOWN by searching for it on Lotte ON or clicking the banner at the top of the app.

L.TOWN offers both online and offline discounts from various Lotte Group affiliates. To celebrate the launch, Lotte ON will hold a special giveaway event at Lotte Cinema Jamsil, where customers will receive a free large-size original popcorn on a first-come, first-served basis when they show the L.TOWN page on their phone. The giveaway will be available at Lotte Cinema Jamsil World Mall concession stand counter no. 3 from 5 p.m. on March 17th, 2025, onwards.

The 12 participating Lotte affiliates will provide various exclusive promotions, including discounted Lotte Cinema movie tickets, a 3,000 won 7-Eleven coupon, special pricing on Lotte World Aquarium tickets, and free Angel-in-us Americano coffee coupons.

L.TOWN was built with “Monthly Lotte,” a pilot project launched in January 2024 where Lotte ON offered both online and offline promotions from various Lotte subsidiaries, as its foundation. Online shoppers could access half-price discount events during the first week of each month while offline stores provided new services and in-store price reductions. This initiative significantly boosted sales, with eight key Lotte affiliates reporting over 50 percent higher revenue than general e-commerce product sales, and sales at Lotte Cinema, Lotte World, and Lotte GRS more than doubled year-over-year.

Recognizing that driving traffic to Lotte affiliates was more effective than selling products directly on Lotte ON, the company restructured its marketing approach. A Lotte ON official said, “By leveraging Lotte ON’s 20 years of experience in online services, we can attract more customers to Lotte’s business locations while increasing traffic to Lotte ON.”

To support this project, Lotte ON established the “Synergy Marketing Division” in April 2024 and created the “Gateway TFT” team, which focuses on channeling consumers to Lotte Group affiliates. With L.TOWN, Lotte ON aims to double the customer acquisition count previously achieved via Monthly Lotte.