THE WHAT? Lotte Duty Free is set to launch a ‘hyper personalized’ marketing drive powered by AI and big data, according to a report published by DFI Online.

THE DETAILS The Korean retailer’s Marketing Automation System will deliver messages to shoppers based on their travel details such as departure date as well as tailoring suggestions and offers to take into account previous purchases.

THE WHY? Speaking at New Year, CEO Kim Ju-nam explained, per DFI Online, “As a global leading duty-free store, we must lead innovation and change through digital transformation, and this will be the heart of our company that will be responsible for the next 10 years.”