LGU+ will expand its invitation program for long-term customers next year to 24 events a year, three times this year’s level. It plans to move away from discount-focused benefits and strengthen experience-based programs that reflect customers’ tastes and interests.

LGU+ on Oct. 19 announced its 2027 plan to strengthen customer benefits, containing these details, at Gonjiam Resort in Gwangju, Gyeonggi Province.

The plan was prepared based on customer opinions. LGU+ analysed about 32,000 opinions gathered through Simple Lab, a channel for collecting customer feedback, and customer satisfaction surveys. It found that 46.9 percent of membership-related opinions wanted special treatment for long-term use.

LGU+ ran a total of eight experience-based programs this year, including invitations to Legoland, a musical theatre buyout event, a marathon program and invitations to Hwadam Forest. Next year it plans to expand this to 24 events a year and increase online programs so people can participate regardless of region.

It will also further segment membership benefits to match customer interests such as fashion and travel. It will expand global membership and brand partnership benefits in the Seongsu and Hannam areas. It will strengthen differentiated benefits such as exclusive invitations and early booking, early entry and early experiences.

LGU+ said membership-related indicators also improved after it introduced a customer experience-focused strategy. Membership search volume in August rose 1,061 percent from January 2024. The number of users of membership benefits increased by about 190,000 from last year’s average. Monthly active users of the U+one app rose 17.8 percent from November last year to 6.09 million.

LGU+ also held a long-term customer invitation event on Oct. 19 at Hwadam Forest in Gwangju, Gyeonggi Province. The event, held for the second time this year following April, drew about 46,000 applicants, for a competition rate of 9.2 to 1.

Jang Jun-young (장준영), head of LGU+’s marketing group, said, "We were able to confirm that what customers want is a special experience for them, rather than more discounts." He added, "We will continue to develop customer benefits so customers can enjoy new fun and differentiated experiences every month."