Hyundai Dept. Store launches membership for foreigners

South Korea's Hyundai Department Store Group announced on Thursday that it launched H Point Global, a dedicated membership service for foreign customers.

H Point Global integrates services across the group's department stores, outlets, and duty-free shops.

Foreigners can easily join the program by downloading an app or registering via the global webpage, entering their passport details.

The initiative marks a shift from the previous approach, where the group used a physical card-based system (K-Card) in department stores and targeted customers through online malls in duty-free shops.

Foreign visitors can now enjoy a seamless experience across all Hyundai Department Store Group's retail brands, including department stores, outlets, and duty-free shops, thanks to H Point Global.

H Point Global Members will enjoy benefits like up to 7% rewards on purchases, restaurant reservations, tax refund assistance, and translation services via Naver's 'Papago' at key locations like The Hyundai Seoul.

The program also links to taxi services, offers K-shopping trend content, and enables reservations for cultural center classes.

Hyundai Department Store Group is also leveraging personalized marketing, using location analysis to cater to individual shopping preferences and introducing events such as K-pop idol-related activities at The Hyundai Seoul to customers frequenting performance venues or pop-up store areas.

This tailored approach aims to enhance the shopping experience for foreign visitors and strengthen the group's position in the increasingly competitive international tourist market.

Write to Jae-Kwang Ahn at ahnj@hankyung.com