GS Shop's popular program 'Show Me the Trend' is achieving great results by setting new standards, going beyond the traditional TV home shopping framework. GS Shop, operated by GS Retail, has been airing 'Show Me the Trend' every Saturday during prime time since April, starting at 9:35 PM. This change has resulted in an increase in both the number of households watching and sales.

The previous broadcast time was from 10:30 PM to 1 AM, but starting in the second quarter of this year, it has been moved forward by one hour. This reflects the trend of weekend dramas moving from 10 PM to 9 PM and the decrease in late-night TV viewing due to the rise in OTT usage. Analyzing the second-quarter results confirmed the success of this decision.

During the second quarter (April-June), when the broadcast time was moved forward, the average number of households watching 'Show Me the Trend' increased by 19% compared to the first quarter. The number of customers using 'Live Talk' to send messages during the broadcast also increased by 23.4%. GS Shop considers Live Talk participants as loyal customers of the program. Since they actively seek out the program, it is believed that the change in broadcast time contributed to the increase in loyal customers.

GS Shop is also increasing the number of products sold during the broadcast. They have moved away from the previous format of selling 12 items in a one-hour broadcast. For fashion broadcasts, they are applying the concept of an 'editorial shop,' introducing 67 items in 20-30 minute segments, eliminating boredom and adding variety and entertainment. For instance, the broadcast on July 6th featured 150 minutes of continuous introductions of related items such as "Lapli Setups and Dresses," "Buckaroo Denim Shorts," "Atelier Mazolli T-shirts," "Bensimon Rainboots," and "Spotlight Leto Sunglasses."

Thanks to these changes, the average number of items featured on 'Show Me the Trend' in 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 products and sales also increased. In the second quarter, the proportion of customers who purchased two or more products on 'Show Me the Trend' was 17.5%, a 7.3 percentage point increase from 10.2% in the second quarter of last year. Sales in the second quarter increased by 10.2% compared to the same period last year.
"TV home shopping broadcasts can be viewed on TV as well as mobile apps, and they are also accessible in short-form format on social media platforms like YouTube, increasing touchpoints from a content perspective," explained Lee Ki-jin, PD of GS Shop's Fashion PD team. "If home shopping broadcasts become content that people want to seek out, changes in the media environment can present opportunities." This new strategy by GS Shop suggests a new potential for TV home shopping, and future results are highly anticipated.

Website: http://www.gsretail.com

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