SEOUL -- Amore Pacific, a South Korean cosmetics maker, has partnered with 11STREET, a major online shopping mall, to jointly roll out "live commerce," an online version of TV home shopping channel promoting products, to attract young consumers.
Amore Pacific said in a statement on Wednesday that it would select promoted products based on 11STREET's consumer data and provide a one-day delivery for selected items. "Through a digital transformation, we will provide customers with bigger benefits," Amore Pacific CEO Ahn Se-hong was quoted as saying.
The cosmetics maker will hold monthly online live shopping show events. Live commerce uses apps and mobile web pages to livestream product promotions. The TV home shopping-like online marketing method targeting young consumers involves show hosts explaining special features of products. Consumers can communicate with show hosts in real-time by asking questions or making comments about products.
The real-time shopping show has become a new trend in South Korea's online shopping scene this year. It was adopted by Kakao, the operator of South Korea's favorite messenger app, Lotte Department Store and Olive Young, a beauty product store franchise.
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