Korean Consumerism

I have an interest in Korean consumerism. The service at Seoul's large department stores is great. More so, they are very competitive.


Department stores are vying to attract shoppers with unique customer services amid heated competition in the retail business.

Lotte, the nation's leading department store, provides the "Red Cap" service in which part-time employees wearing a red cap are positioned at each gate to help customers carry their shopping bags to their cars or subway stations.

It also offers a shoe-cleaning service to help customers freshen up while shopping. With a hand-held sterilizer using infrared rays, shoppers can clean and deodorize their shoes for free at customers' lounges or shoe counters.

Ha Soo-yeon, a public relations official at Lotte, also said Lotte has special lounges for men in its main store in downtown Seoul and its Incheon store. Male customers can take rest there while their wives or girlfriends shop. The men's lounges have televisions and massage chairs as well as light refreshments.

Hyundai Department Store, the nation's No.2 department store chain, even went a step further to win over customers. Staffers set up a booth at nearby apartment complexes every few months to provide free services. The "Home Portal Care Service" ranges from maintenance of home appliances and knife sharpening to the changing of worn-out heels, said Kim Kyu-tae, an official at Hyundai's Home Appliances Team. Kim said an average of 200 customers drop by each of its service locations to take advantage of the program.

Shinsegae Department Store also has specialized services to meet customers' needs. Kong Jae-hoon, a public affairs official, said Shinsegae's main store in downtown Seoul has two or three art experts on standby each day to provide explanations about the renowned works of art exhibited on the top floor.

Kong said the service is popular among shoppers with children because of its educational aspect. For food shoppers, Shinsegae offers a refrigerator service so that they can keep purchases such as fish and vegetables cold while they take more time to look around.