In a pioneering move, Lotte Home Shopping introduced the “short-form” format to its live TV broadcasts in March, offering daily essentials at discounted prices for a mere 300 seconds (5 minutes). (Image provided by Lotte Home Shopping)
SEOUL, June 14 (Korea Bizwire) – Lotte Home Shopping, a major South Korean home shopping channel, has achieved remarkable sales through its innovative “300 Second Bargain” TV segment, marking a first for the industry.
In a pioneering move, Lotte Home Shopping introduced the “short-form” format to its live TV broadcasts in March, offering daily essentials at discounted prices for a mere 300 seconds (5 minutes).
The “300 Second Bargain” segment airs up to twice a day during weekday mornings and afternoons, strategically scheduled during periods of lower viewership.
Since its inception, the segment has aired 109 times, garnering an impressive 40,000 orders and generating sales of 800 million won.
In its debut broadcast, Lotte Home Shopping sold an astonishing 20,000 packs of Hadong Green Tea Seasoned Laver within the 300-second window. More recently, the segment featured a Han Kyung-hee Steam Iron, selling products worth 15 million won.
Compared to traditional daily essentials broadcasts, the “300 Second Bargain” segment has seen order rates more than three times higher per minute, while also driving subsequent sales in related product categories, according to Lotte Home Shopping officials.
“While we had initial concerns about the extremely short duration during the program planning stage, the ‘short-form’ format has already proven to be a familiar and effective content style for our TV viewers,” said Kang Jae-jun, the head of Lotte Home Shopping’s channel division. “We plan to expand and revamp the ’300 Second Bargain’ broadcasts moving forward.”
Ashley Song (ashley@koreabizwire.com)
