Retailers Focus on Contactless Marketing... Lotte Department Store Live Gains Popularity

Air Purifier and Styler Broadcast Held on February 25

Prepared Stock Worth 100 Million KRW Sold Out

[Asia Economy Reporter Lim Hye-sun] As the novel coronavirus infection (COVID-19) continues, distribution companies are focusing on 'untact (contactless)' marketing.

According to Lotte Department Store on the 11th, Lotte Department Store is currently operating live broadcasts through its own online shopping mall, Lotte Premium Mall. This service is a commerce channel where hosts such as show hosts and influencers introduce and sell products in real time from the department store at 12 PM and 3 PM daily, similar to TV home shopping.

'Live' has recently attracted attention from customers who want to shop but hesitate to visit offline stores due to the spread of COVID-19. In fact, Lotte Department Store held a broadcast on the 25th of last month under the theme 'The Ultimate Clean Air,' featuring air purifiers and stylers, which saw nine times more customers participating in real time compared to usual. The prepared stock worth 100 million KRW introduced through the live video was completely sold out.

Lotte Department Store explained, "The popularity of live broadcasts is analyzed to stem from the fact that customers can be introduced to products without visiting the store directly and can communicate with the host in real time, giving them a shopping experience similar to that of an offline store, which has led to high customer response."

This content was produced with the assistance of AI translation services.