Shinsegae Live Shopping to Revamp Lineup in Second Half, Strengthening Shopping Host Content
Specialized Programs and Hosts for Each Field
Average Sales Over 20% Higher Than Regular Broadcasts
On July 16, Shinsegae Live Shopping announced that it would reorganize its programming lineup to have shopping hosts with expertise in specific fields lead the broadcasts, and expand the number of fixed programs. The company’s strategy is to go beyond simple product sales by branding shopping hosts who possess both expertise and credibility, thereby broadening customer touchpoints.
The company explained, "As the importance of content and experience grows, shopping hosts are evolving beyond mere presenters to serve as brand figures themselves." In fact, during the first half of this year, fixed programs posted an average sales performance more than 20% higher than regular broadcasts. This is attributed to shopping hosts not only delivering product information, but also personally explaining their own experiences, product strengths and weaknesses, and practical usage, thereby increasing customer empathy and trust.
Dedicated mobile pages are also operated for each program. Customers can check related products and interact with the shopping hosts, and those who participate are provided with exclusive coupons, event opportunities, and other additional benefits.
Shopping host Eunyoung Park introduces premium beauty products on ‘Yeonglonghan Beauty’, while Arang Seo showcases exclusive fashion items on ‘Ashora’. Sujin Ji presents premium fashion brands on ‘J Magazine’, and Songyi Seo features lifestyle goods and styling items on ‘Sweet Song’. Other lineups include Minwoong Lee’s ‘Woongniverse’ and Seungyeon Joo’s ‘Unpack Show’.
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A Shinsegae Live Shopping official stated, "While having great products is the foundation of sales, providing expert and trustworthy explanations is equally important for customers as they understand and select products. Going forward, we plan to deliver a highly satisfying shopping experience with shopping hosts specialized in each field and differentiated content."
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