LG Uplus said Monday it recently launched a location-based social shopping service which enables people to save points or take part in events while they shop in its listed stores.

Having launched the service named “Ding dong” last Monday, it is currently offering it in 1,000 locations in Seoul, including at The Face Shop, Beautiplex and some coffee shops and restaurants, said Ro Se-yong, senior vice president of the convergence business division at LG Uplus.

“We plan to increase the number to 20,000 by June 15 and secure up to 100,000 places by the end of this year,” he told reporters at a press conference in downtown Seoul.

Using the global positioning system, people could access the service with their mobile phones by pressing the mobile application, which would introduce registered users to the listed shops within the 5 kilometer range.

To list some of the service’s differentiated features, it will give them discounts on certain items just by checking into the store or assign them a mission and reward the participants when it is accomplished.

“The service is provided by LG Uplus, but any smartphone owner could access it by making the registration,” said Ro. “People could also exchange an item with their accumulated points.”

The app will be offered for free downloads not only at the company’s OZ Store, but also in Google’s Android market, Apple’s App Store and SK Telecom’s T-Store, its officials said.

“We plan to develop it into a comprehensive business service by connecting it to other payment systems and different marketing measures,” he said. “We will move further to create a shared growth business model with small- and mid-sized firms as well as establishing a new social commerce system.”

By Cho Ji-hyun (sharon@heraldcorp.com)