LGU+ to Triple Customer Invitation Events Next Year, Focusing on Experiences Over Discounts

LG Uplus said it plans to strengthen experience-based benefits that reflect customers' tastes and interests, rather than competing on discount-driven memberships, and to expand customer touchpoints. To that end, it has operated Simple Lab., a channel for gathering customer feedback, and has used the Net Promoter Score (NPS) customer satisfaction survey. Through Simple Lab. and NPS, LG Uplus has secured more than 32,000 customer opinions.

The analysis found that 46.9% of customers preferred benefits tailored to long-term users and special experiences they could feel in daily life, rather than bigger discounts. Based on the customer feedback and satisfaction survey results, LG Uplus concluded that demand is strong for tangible benefits that match long-term use, rather than simple discounts.

Over the past few years, LG Uplus has expanded the focus of customer benefits from discounts to experiences. It has held invitation events for long-term customers at Legoland, staged full-house musical performances and run a marathon program. It has also offered a total of 8 experiential programs, including an invitation event at Hwadam Forest.

These programs were intended to encourage direct customer participation and create memories. LG Uplus held a long-term customer invitation event on the 19th at Hwadam Forest in Gwangju, Gyeonggi Province. The event was held as part of the company's broader expansion of experience-centered programs.

At the event, LG Uplus unveiled its plan to strengthen customer benefits next year. The company said it plans to focus on special experiences rather than discounts and triple the number of customer invitation events next year. The announcement was disclosed at the Hwadam Forest event.

LG Uplus said the results of its customer experience-centered strategy are becoming visible. Search volume for LG Uplus memberships jumped 1,061% in August this year compared with January 2024. The number of users of membership benefits rose by about 190,000 in August this year compared with the 2025 average.

LG Uplus said changes that began with customer feedback analysis are now leading to actual participation and satisfaction. It added that participation and satisfaction are feeding back into the development of new benefits. The company said this virtuous cycle is taking shape.

The Hwadam Forest invitation event held that day was part of LG Uplus's customer experience strategy. The company staged its second Hwadam Forest invitation event this year, following one in April. About 46,000 customers applied for this event, and the competition rate reached 9.2 to 1.

The event was timed to coincide with the autumn foliage season at Hwadam Forest. On-site customer participation programs included a Hwadam Forest stamp tour, an U+ photo zone, and an SNS event.

LG Uplus plans to expand its customer invitation programs. This year's operating scale is 8 events per year, and the expanded scale next year will be 24 events per year. The target scope will also be broadened to include online programs in addition to offline events.

LG Uplus plans to strengthen its 'Vertical' membership, reflecting customers' segmented tastes and interests. It also plans to expand its global membership. The company will broaden benefits tied to new neighborhoods and brands such as Seongsu and Hannam, and will also strengthen priority benefits such as advance booking, early entry and early access to experiences.

Source: IT DAILY · Seong Won-young
Original: https://www.itdaily.kr/news/articleView.html?idxno=242315

References

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