SKT to Reshape Membership Benefits Around Customer Preferences With AI-Driven Suggestions
TECHWORLD ·
✦ AI Summary
SKT said on the 1st that it reflected AI analysis of customer data and search and spending trends in its October T Membership benefits lineup.
Its in-house 'marketing AI agent' analyzed customer behavior data and search and spending trends to suggest benefit concepts and brand candidates, which SKT then incorporated into the actual lineup.
In October, membership benefits tailored to age groups and usage conditions will be offered, including 'AI Week,' 'Young Week,' and VIP happy hour.
SKT said on the 1st that it is pursuing a membership benefits lineup that reflects customer preferences by using AI, and that it reflected AI analysis of customer data and search and spending trends in its October T Membership benefits. Accordingly, SKT will offer a range of benefits throughout October.
Its in-house 'marketing AI agent' was used in this process. The 'marketing AI agent' analyzed customer behavior data, such as customer age and gender, benefit usage by membership tier, and T Membership app traffic and logs, as well as search and spending trends, to suggest benefit concepts and brand candidates by category.
SKT reflected the benefit concepts and category-specific brand candidates suggested by the 'marketing AI agent' in the actual benefits lineup. The main benefit concepts proposed for October are 'autumn festival,' 'reading,' and 'running'.
By category, it suggested trendy dining and cafes in '2030 BEST,' delivery apps in 'VIP BEST,' bakeries in 'Steady,' and AI tools in 'New Recommendations.' SKT said these benefit groups were organized to reflect customer characteristics and recent interests.
After receiving the suggestions and comprehensively reviewing factors such as partnership feasibility, SKT plans to run T day 'Special Week' as 'AI Week' from October 12 to 16.
The benefits for 'AI Week' are organized around food, outings, and reading. For food, Gong Cha will offer VIP customers a 50% discount on 6 popular drinks, up to KRW 6,000 off, and Gold and Silver customers a 30% discount on 6 popular drinks, up to KRW 5,000 off. On Baemin, if customers order bhc chicken worth more than KRW 18,000, VIP customers will receive a KRW 8,000 discount, while Gold and Silver customers will receive a KRW 6,000 discount.
The outings section was prepared by reflecting the AI-suggested 'autumn festival' concept. T Membership customers can receive up to 55% off integrated admission tickets for Lotte World Adventure Seoul or Busan, with the benefit applicable to up to 4 people including the member. Customers visiting Lotte World Adventure Seoul will also receive 1 churros free of charge.
SKT will provide a 1-month free subscription to Millie's Library e-books as a reading and AI service benefit, and will also offer a 60-day free pass to Yes24 Crema Club and a 1-month free pass to Polaris Office AI.
It also prepared a 'Lucky Chance Run' event linked to 'running,' one of the AI agent's proposed benefit concepts. Lucky Chance Run will be run in a format that provides running-related prizes to customers using a game created by SKT with AI, and the game background music will use SKT's AI-made 'T Membership Song.'
A total of 1,000 people will receive prizes in the event for participating customers. Prizes include 10 Garmin Forerunner 265 running GPS smartwatches, 10 Forerunner 70 smartwatches, and 100 tickets to '2026 Brave CookieRUN in Seoul,' among others.
In addition to the separate T day 'AI Week,' SKT will also offer T Membership benefits across lifestyle categories throughout October.
SKT will operate October membership benefits separately by age group and usage conditions. For customers aged 13 to 34, SKT will run 'Young Week' from October 5 to 9. Young Week benefits include a Daiso KRW 5,000 gift card instant-win event for 10,000 winners, and a free Mom's Touch hot dog for the first 30,000 customers. It will also offer a Baekdabang 'ICE Americano for KRW 1,000' coupon, a Yoajung 'custom yogurt ice cream for 2 people' 50% discount coupon, and NOL Ticket discounts for musicals and exhibitions.
For VIP customers, SKT will run happy hour for customers who visit between 2 p.m. and 5 p.m. throughout October. Happy hour benefits include a 50% discount on one of 5 signature Baekmidang drinks, and a KRW 5,000 discount on one of 2 Shake Shack best burgers.
Yoon Jae-woong, head of SKT's Product & Brand Division, said the October benefits are aimed at customers who were the driving force behind the company's No. 1 result in the three major customer satisfaction surveys. He added that the company prepared a range of benefits reflecting membership usage patterns and autumn interests. He also said SKT plans to continue using AI to closely understand changing customer interests and trends and to provide membership benefits that customers can feel in practice.
Source: TECHWORLD · Kim Hye-jin
Original: https://www.epnc.co.kr/news/articleView.html?idxno=407612
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Source: TECHWORLD
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