SK Stoa’s media center in Seoul. (Yonhap)
SEOUL, Nov. 20 (Korea Bizwire) — SK Stoa, a home shopping firm operated by SK Telecom Co., South Korea’s largest mobile carrier, announced on Thursday that it had developed the world’s first home shopping program analysis tool.
The SK Store On Vision collects data on viewing rate, shopping orders and calls through SK Stoa’s TV shopping mall SK Stoa On.
After collecting such data, the On Vision service offers an objective indicator through the analysis of the correlation between home shopping broadcasts, the number of viewers and merchandise sales.
On Vision provides data on the number of viewers per minute, average program watching time per household, the purchase rate in proportion to the number of viewers and the ranking of home shopping programs.
“The viewing data that On Vision uses is assessed based on the complete enumeration survey of the 23 million households throughout the country that can access SK Stoa’s On channels,” SK Stoa said.
“Accordingly, On Vision can offer more accurate analysis that others using sample survey methods.”
Since On Vision compares every moment of the home shopping broadcast with the number of viewers and the number of orders at an interval of one minute, it allows home shopping operators to identify specific comments and scenes that lead to an increase in order volume.
“Thus far, even when sales performance was strong, it was difficult for home shopping operators to find out why. With the On Vision program, they now can accurately and objectively identify the causes and come up with the best sales strategy,” the company added.
Ashley Song (ashley@koreabizwire.com)
