GS Fresh Partners with Naver to Launch 'Live Commerce'... Special Sale on Same-Day Milled Rice

[Asia Economy Reporter Seungjin Lee] GS Retail’s grocery shopping mall GS fresh announced that it will hold a ‘Rice Saturday Brand Day’ live broadcast through Naver Shopping Food Window starting at 12 PM on the 22nd.

GS fresh partnered with the portal site Naver to conduct the live broadcast in response to the recent spread of the ‘untact’ consumption culture, which prefers contactless and non-face-to-face interactions, aiming to expand sales channels and differentiate platforms to provide customers with a new shopping experience.

Through live commerce, GS fresh plans to vividly introduce products based on video content and engage in interactive communication with customers via real-time chat, helping provide an indirect shopping experience, which is expected to receive great response.

Live commerce is a compound word combining ‘live streaming’ and ‘commerce,’ referring to a form of commerce that merges real-time internet live broadcasts with shopping. Customers can watch videos in real time and inquire about questions through chat, while sellers can quickly provide necessary information and answers to customers, making it very popular. The system also allows easy product purchases with just a simple screen touch, which is another advantage.

Through this live broadcast, GS fresh will sell 1,000 limited units of 20kg of freshly milled ‘Bapgapsaneun Ssal’ (Rice Worth Its Price) on the 22nd. Customers can purchase the product, normally priced at 59,800 KRW, at a discounted price of 44,800 KRW, about 25% off. Additionally, customers who add GS fresh to their store favorites will receive an extra 1,000 KRW discount coupon to help with budget-friendly shopping.

Lee Jaewook, the grain MD who developed the product, will appear live to introduce the ‘Bapgapsaneun Ssal’ product and share useful content such as purchasing tips, rice milling methods, and effective storage techniques. Furthermore, the live broadcast will feature comment events and rice mukbangs with children, and customers participating in the live broadcast as well as actual buyers will be entered into a drawing to receive gifts such as Cuckoo rice cookers and Francfranc rabbit rice paddles.

A GS fresh representative said, “Through this Naver Shopping Food Window live broadcast, we are able to offer customers budget-friendly benefits and an enjoyable shopping experience,” adding, “Going forward, GS fresh plans to introduce various shopping platforms in line with the spread of untact consumption, leading the rapidly changing online shopping trends and enhancing customer satisfaction.”

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