GS Shop announced on December 25 its new ‘Short Picks’ service. (Image courtesy of GS Shop)
SEOUL, Dec. 27 (Korea Bizwire) – GS Shop announced on December 25 its new ‘Short Picks’ service, offering condensed versions of TV home shopping broadcasts and live commerce videos, each reduced to about a minute.
Short Picks is a short-form content initiative by GS Shop that edits down product sales videos, previously aired on various channels, to roughly one-minute snippets. The focus is on high-attention product categories like fashion, beauty, and food, with about a thousand videos to be featured on the application’s home screen.
With this endeavor, GS Shop aims to broaden its mobile customer base and introduce more products quickly and efficiently.
In contrast to TV home shopping broadcasts, which typically present one or two products per hour, Short Picks can showcase over 60 products in the same timeframe.
During a four-month trial run before the official service launch, which involved 30% of GS Shop customers, it was found that on average, viewers watched about 10 Short Picks videos within 10 minutes. The completion rate for the videos was 40%, and the time spent on the app by viewers of Short Picks was up to nine times longer than the overall average.
Product demonstration videos, in particular, were viewed twice as long as the average.
Acknowledging the shift in media focus from TV to mobile, GS Shop plans to start the Short Picks service as the beginning of its ‘Mobile Shift 2.0′ strategy from next year. The company aims to overcome challenging home shopping market conditions by enhancing its mobile competitiveness.
GS Shop also plans to link Short Picks viewing data with customer purchase data to provide personalized content. Additionally, it intends to enable customers to create and share their Short Picks, similar to social media functionalities.
Ashley Song (ashley@koreabizwire.com)
