Targeting international shoppers: Lotte Duty Free introduces reusable ‘Better Bag’
The new marketing strategy also spearheads the travel retailer’s ESG management practices
Lotte Duty Free has introduced reusable bags, with ‘Better Bag’ branding, to target international customers and underline the company’s ESG management practices.
The ‘Better Bag’ concept was announced today (July 30) by Lotte Duty Free CEO Kim Dong-ha. The reusable bag is offered as a gift-with-purchase to foreign tourists on purchases of US$150 at Lotte Duty Free's Myeong-dong flagship, World Tower and Busan stores. The offer is limited to one per customer, while supplies last, and the bags will not be sold separately.
Lotte Duty Free launched a new marketing campaign in April, announcing slogans for both Korean and foreign customers. This reusable bag, designed with the ‘Better Bag’ concept in mind, embodies the slogan "Tax-Free is Good, Duty-Free is Better" targeting foreign customers.
The ‘Better Bag’ departs from Lotte's traditional red color scheme and adopts the seasonal green color to emphasize a fresh and trendy look. A coupon that can be used immediately at Lotte Duty Free is attached to one side of the bag, adding practicality and fun.
According to Lotte Duty Free, the bag’s launch is both a marketing initiative and a commitment to ESG management. Made of tarpaulin, the ‘Better Bag’ is lightweight and durable.
Lotte Duty Free prioritizes ESG management as a core corporate priority and is leading the way in practical implementation for a sustainable future. The company introduced and reused tarpaulin bags in the second half of 2022 to reduce single-use plastic, such as inflatable bubble wraps used to package duty-free products.
Lotte Duty Free is also replacing plastic shopping bags provided to customers with paper bags and continues to reduce their use. Last year, the number of plastic shopping bags used decreased by approximately 95% compared to 2019. Lotte Duty Free is also continuing its efforts to reduce unnecessary resource waste in stores, including the introduction of ‘smart receipts’.
Namgoong Pyo, Head of Lotte Duty Free's Marketing Division, said, "This 'Berry Bag' giveaway isn't just a simple gift; it's designed to promote Lotte Duty Free's new marketing slogan and make shopping more enjoyable. We will continue to strive to provide customers with practical yet fun marketing strategies."
