Lotte Members wraps up 2026 marketing conference focused on consumer journey

Lotte Members held the 2026 Lotte Marketing Conference for marketing leaders across Lotte Group affiliates at Lotte Hotel World in Songpa-gu, Seoul, on Wednesday.

The inaugural conference drew more than 120 executives and team leaders from Lotte Group's marketing, sales and strategy divisions. Held under the theme "Reading the Sign, Leading the Market," the event shared data-driven insights on uncovering hidden consumer intent and responding proactively to a fast-changing market.

Presenters unveiled seven consumer trends derived from behavioral pattern analysis of 45 million L.Point members — the largest loyalty membership base in South Korea — and introduced a range of solutions aimed at maximizing integrated marketing synergies. Strategies proposed to energize the Lotte economic ecosystem through stronger group membership included joint marketing campaigns across affiliates and enhanced data support.

Outside experts also took the stage. Kang Yoon-sung, director of "The Outlaws," shared his experience using AI in film production for the first time in South Korea. Daehong Communications and Braze presented case studies on AI-driven marketing automation and branding success.

"We will go beyond being the group's data hub to become its marketing hub — connecting each affiliate's individual customers into a unified group customer base and contributing to the expansion of the consumer journey within Lotte," said Park Jong-nam, chief executive of Lotte Members.