Members of the NTUC Membership Committee, including SOS General Secretary Daniel Tan embarked on a meaningful learning journey to LOTTE Department Store in Seoul, South Korea, from Jan 28 to 31, to explore innovative strategies for membership engagement and sustainable growth.
During their visit, delegates gained valuable insights into LOTTE’s highly effective, data-driven, and digital engagement strategies, which have been instrumental in building robust member loyalty. Through advanced data analytics, LOTTE identifies early signs of member disengagement, implements personalised interventions, and strengthens long-term member retention.
The delegation also examined how LOTTE delivers a seamless and personalised membership experience across its extensive network of physical and digital platforms.
With a loyalty ecosystem serving over 40 million members and spanning more than 200 partner businesses across retail, supermarkets, entertainment, and e-commerce, LOTTE has successfully transformed traditional retail into a comprehensive engagement ecosystem that maximises member benefits and product utilisation.
A key highlight of the learning journey was the exchange of insights by FairPrice Group and NTUC Membership Services Division. These collaborative discussions provided practical perspectives on how successful strategies from LOTTE’s model can be adapted and applied across NTUC’s broader membership network, including its more than 70 affiliated unions, associations, and social enterprises.
The journey has equipped NTUC and affiliated unions like SOS with valuable lessons on future-ready membership engagement, providing fresh ideas to enhance member experiences, strengthen loyalty, and foster sustainable membership growth in today’s digital era.
