Lotte Department Store has become the first in the industry to implement the next-generation messaging system, Rich Communication Services (RCS), which significantly enhances multimedia capabilities and security.
The company announced on August 11 that it will begin full-scale operations of the RCS messaging system, developed in collaboration with Lotte Innovate and KT, starting this month.
RCS is an advanced communication standard that surpasses traditional short message service (SMS), long message service (LMS), and multimedia messaging service (MMS). Its most notable feature is the clear display of a verified corporate logo in the sender's profile, ensuring authenticity.
Recipients can easily verify detailed information about the company, such as its website, directly from the message window, enhancing trust in the source. Public institutions, banks, and credit card companies, which require a high level of trust, are increasingly adopting RCS.
The introduction of RCS is expected to improve the convenience of digital communication for customers. Users can view high-quality images using only the basic messaging app built into their smartphones, without needing to install a separate application. Additionally, action buttons that link directly to websites will facilitate one-on-one interactive communication between businesses and customers.
Lotte Department Store plans to actively utilize RCS across various customer service touchpoints, including promotional notifications, coupon issuance, and event participation. Furthermore, the company aims to analyze customer response data collected through messages to develop highly personalized marketing strategies and membership-linked services.
Choi Sung-cheol, head of the AI Studio at Lotte Department Store, stated, “The introduction of RCS is significant as it strengthens brand trust through the most familiar communication channel for customers—text messaging. We will continue to prioritize customers and proactively pursue digital innovation.”
Meanwhile, Lotte Department Store and KT plan to expand their collaboration on various digital services aimed at enhancing customer experience, including AI-based personalized marketing and membership services, following the establishment of the RCS system.
* This article has been translated by AI.
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