11st said on Friday it will issue a "second welcome coupon pack" offering discounts of up to 110,000 won for new and dormant customers from Feb. 1 to 13.

The second coupon pack targets customers with no purchase history in the past three months and is issued once per ID. It expanded the discount on basket coupons that can be used without category restrictions by 25 percent from the previous level to increase perceived benefits.

The coupon pack consists of 6 types. They include 2 basket coupons offering up to 20,000 won off, 1 Shooting Delivery coupon offering 3,000 won off and 3 category coupons for beauty, luxury goods and furniture offering up to 87,000 won off.

11st will also offer benefits to all customers. During the same period, it will provide a "5,000-won discount coupon" on a first-come, first-served basis every day at 9 a.m. It will also additionally offer an "11 percent discount coupon" that gives up to 7,000 won off purchases of Shooting Delivery items to members of its free "11st Plus" membership.

The first coupon pack, which began on Jan. 15, was effective in attracting customers. For the first week after issuance, from Jan. 15 to 21, payment transaction value by inactive customers rose 12 percent from the same period a month earlier. New sign-ups for 11st Plus also more than doubled on Jan. 15 alone from a month earlier, securing a cumulative 1,400,000 subscribers to date.

Lee Young-jin (이영진), 11st's marketing chief, said it optimised perceived benefits based on usage patterns of customers who received the coupon pack. "We will continue to provide various benefits so that more customers can enjoy reasonable shopping," Lee said.