Lotte Innovate is expanding its immersive commerce business through collaboration with affiliates of the Lotte Group. Since transitioning to an immersive commerce business model on a virtual platform in July, the company has accelerated its commercialization efforts by broadening its collaboration scope to include theme parks, following its work in the retail and sports sectors.
On November 9, Lotte Innovate announced that its subsidiary Calibers has opened an 'Immersive Attraction Promotion Hall' in collaboration with Lotte World Adventure Busan, featuring the new attraction 'Giant Revolution.' This initiative allows users to experience the newly opened attraction in a virtual space, aimed at expanding Calibers' immersive commerce business.
The promotion hall is a 3D virtual space modeled after Lotte World Adventure Busan. Users can complete missions presented by Lotte's official mascots, Loti and Lori, along with other representative characters. The experience combines storytelling with mini-games. Upon completing all missions, users can watch a video of the actual ride on 'Giant Revolution.'
After viewing the video, users will receive a discount on the comprehensive admission ticket for Lotte World Adventure Busan. This strategy aims to increase interest in the new attraction in the virtual space and encourage actual visits.
This collaboration marks the fifth instance since Calibers launched its immersive commerce service in July, following partnerships with LotteON, Lotte Hi-Mart, Lotte Giants, and Lotte Department Store. Calibers is leveraging the diverse business foundations of the Lotte Group in retail, sports, and entertainment to enhance synergy among affiliates. The goal is to translate these efforts into actual sales and demonstrate the success of the business model transition.
In October, the collaboration expanded to include an AI-based gift recommendation feature at Lotte Department Store's lifestyle edit shop 'Sisi Hoshi.' Additionally, LotteON introduced an 'AI Styling Shop' where users can virtually try on clothing, while Lotte Hi-Mart established a virtual store for examining electronics in 3D and receiving AI consultations.
Looking ahead, Calibers plans to secure external clients tailored to industry characteristics based on the content creation and service operation capabilities accumulated within the group.
A Calibers representative stated, "We are providing new customer experiences by integrating various businesses of the Lotte Group with immersive technology. In the future, we aim to secure external clients based on these experiences and discover new growth opportunities."
* This article has been translated by AI.
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