No More Smishing Worries... Lotte Department Store Becomes First to Introduce 'RCS' Messaging System in Industry

Eliminating Concerns Over Phishing and Fraudulent Messages
Use Default Messaging App Without Installing Additional Applications

Lotte Department Store announced on August 11 that it has become the first in the department store industry to adopt an RCS (Rich Communication Services) system and will begin full-scale operations this month.

RCS is an advanced form of messaging service compared to existing SMS, MMS, and LMS, offering a variety of multimedia features and enhanced security. The key characteristic is its high reliability: messages sent include official logos of authenticated companies in the sender information and allow users to check detailed corporate information, such as the company website, through the brand profile feature.

Lotte Department Store, in collaboration with Lotte INNOVATE and KT, has established an RCS platform optimized for its operations. Together, they developed unique RCS-specific message templates for Lotte Department Store and created a system environment that enables the reliable sending of large volumes of messages.

With the introduction of RCS, customers can be assured that text messages received from Lotte Department Store are safe from issues such as phishing or spam. Direct two-way communication is possible through the default text messaging app on smartphones without the need to install a separate application. Buttons that link directly to online sites and the capability to send high-resolution images further enhance the quality of the information received by customers. Lotte Department Store plans to fully utilize RCS across various customer touchpoints, such as promotional announcements, coupon distribution, service usage, and event participation, thereby strengthening digitally based customer experiences and increasing convenience.

Going forward, Lotte Department Store intends to analyze customer response data collected via RCS to explore diverse applications aimed at innovating customer experience, such as personalized marketing and membership-linked services.

Choi Seongcheol, Head of the AI Studio Division at Lotte Department Store, stated, "The adoption of RCS is highly meaningful in that it strengthens Lotte Department Store’s brand credibility through text messaging, which is the most familiar communication channel for our customers. We will continue to prioritize our customers and proactively drive digital innovation going forward."

This content was produced with the assistance of AI translation services.