GS Shop’s cross-live program is seen in this photo provided by the home shopping channel.
SEOUL, July 5 (Korea Bizwire) — As domestic TV home shopping channels continue to struggle with a declining number of viewers, efforts are underway to retain viewers for as long as possible.
In April, GS Shop introduced a special 20-minute program called “Late Night Hot Deal” during its Saturday prime time show, featuring a range of affordably priced merchandise.
Despite airing after midnight, each product received thousands of orders, surpassing the sales quota by over 200 percent.
Since March, Lotte Home Shopping has been airing a 20-minute program every Saturday morning, showcasing a variety of reasonably priced, eco-friendly home essentials.
The new program typically follows the company’s flagship program and, despite its short duration, averages over 2,500 orders placed.
In October of last year, CJ Onstyle pioneered the industry’s first simultaneous broadcasting of its live flagship commerce program on both mobile and television platforms.
This initiative has resulted in accumulated sales of 8 billion won (US$6.15 million) thus far.
Similarly, GS Shop also introduced “cross-live” simultaneous broadcasting on both mobile and television last March.
The shows feature products exclusively available on each platform, taking into consideration that television is primarily watched by seniors, while mobile platforms are popular among the younger generation.
While home shopping companies focus on diversifying sales platforms through online shopping portals and mobile platforms, sales from television broadcasting still accounted for 45.9 percent of total sales last year.
Ashley Song (ashley@koreabizwire.com)
