GS Shop Sees Surge in Viewership and Sales After Broadcast Time Change: 'Show Me the Trend' Sets a New Standard

GS Shop's popular program, ‘Show Me The Trend’, is achieving great success by setting a new standard beyond the conventional TV home shopping format. GS Shop, operated by GS Retail, launched ‘Show Me The Trend’ in April, airing every Saturday during prime time, starting at 9:35 PM, and has seen an increase in both viewership households and sales.

Previously, the broadcast time was from 10:30 PM to 1:00 AM, but it has been moved forward by one hour since the second quarter of this year. This change reflects the trend of weekend dramas shifting from 10:00 PM to 9:00 PM and the decline in late-night TV viewing due to the rise of OTT services. The results of the second quarter performance have proven this decision to be successful.

During the second quarter (April-June) with the adjusted broadcast time, the average number of viewing households for ‘Show Me The Trend’ increased by 19% compared to the first quarter, and the number of customers using ‘Live Talk’, where viewers send messages during the broadcast, also increased by 23.4%. GS Shop considers Live Talk participants as loyal customers of the program, and given that these customers actively seek out the program, they believe that the change in broadcast time has contributed to an increase in program loyalty.

GS Shop is also increasing the number of products featured during the broadcast. Instead of the previous format where 12 items were mainly sold during a one-hour broadcast, they are now applying a ‘boutique’ concept, especially for fashion broadcasts, introducing 67 items for 20-30 minutes each, eliminating monotony and enhancing variety and entertainment. For example, in the broadcast on July 6th, they showcased related items for 150 minutes, including ‘Laffly Setups and Dresses’, ‘Buckaroo Denim Shorts’, ‘Atelier Mazoli T-shirts’, ‘Bensimon Rain Boots’, ‘Supportlite Leto Sunglasses’, and more.

Thanks to these changes, the average number of items introduced in ‘Show Me The Trend’ during the second quarter of this year reached 15.2, a 36% increase compared to 11.6 in the second quarter of last year. By increasing the number of items sold per hour, the number of customers purchasing two or more items and overall sales have also increased. The proportion of customers who purchased two or more items during the second quarter of ‘Show Me The Trend’ was 17.5%, a 7.3%p increase compared to 10.2% in the second quarter of last year, and sales during the second quarter increased by 10.2% year-on-year.
Ki Jin, PD of GS Shop's Fashion PD team, explained, “TV home shopping broadcasts can now be viewed not only on TV but also through mobile apps, and even in short-form formats on social media like YouTube, expanding the reach of the content from a content perspective.” He added, “If home shopping broadcasts become content that people want to watch, even changes in the media environment can be turned into an opportunity.” This new strategy by GS Shop presents a new possibility for TV home shopping, and its future success is highly anticipated.

Website: http://www.gsretail.com

※ This article is based on a press release from the company and has been reorganized for clarity.