SEOUL, Aug. 23 (Korea Bizwire) — The home shopping industry is striving to attract young people in their 20s and 30s.
Vendors hawking their wares via TV are making the move mobile device-friendly media such as social networking sites and mobile apps.
In a bid to attract young customers, CJ O Shopping Co., a home shopping unit of CJ Group, is operating “ShoC Live,” a channel dedicated to CJ Mall’s mobile live broadcast.
“ShoC Live,” is a compound word of “shopping” and “creator,” and ‘live’ refers to a live broadcast.
A total of five mobile live programs will be broadcasted for one hour each, every week on the CJmall app.
As people in their 20s and 30s prefer quick two-way exchanges visa apps such as Kakao Talk, the broadcast will be based on chatting with customers.
Famous influencers and celebrities will also be invited to communicate in line with the trend-sensitive generation to share products they sell or consume.
The results thus far have been positive. Thanks to the live videos, approximately 40 percent of total purchases were made by those in their 20s and 30s.
Meanwhile, Shinsegae TV Shopping Inc., a home shopping arm of retail giant Shinsegae, on Friday unveiled a “Vertical Instinct” mobile app.
The new “Vertical Instinct” videos will be part of a mobile-based live show that can fit vertical mobile device displays.
Considering that previous apps that were designed around a horizontal screen are not optimized for those who tend to hold their mobile devices vertically, they have changed the app’s environment itself.
While implementing mobile-optimized apps and simplifying screens that are used vertically, Shinsegae TV Shopping is planning to attract young people by building their customer base through new video content.
D. M. Park (firstname.lastname@example.org)