"Touch Products in Videos to Purchase" Hyundai Department Store Launches 'Video Magazine'

[Asia Economy Reporter Lim Hye-seon] Hyundai Department Store is introducing a new type of video content that simultaneously contains product and purchase information for the first time in the domestic distribution industry. This is part of a differentiated strategy to increase fun and convenience for customers using the online mall.

Hyundai Department Store announced on the 24th that starting from the 25th, it will release ‘Video Magazine,’ a video content that includes both product information and purchase functions, through its official online mall ‘The Hyundai.com’ and official social network service (SNS) accounts.

‘Video Magazine’ selects popular products by season and produces them as video content. When customers enter The Hyundai.com, the video automatically plays on the main screen. Previously, the main screen of The Hyundai.com displayed advertisements in the form of posters or photos such as ‘Spring Trench Coat Special’ and ‘Perfume Gift Exhibition.’

In particular, ‘Video Magazine’ displays tags (product names and descriptions) on each product worn by models in the video. When customers click on a tag, the product is registered as an item of interest. It also has a function that links to the purchase page of the corresponding product on The Hyundai.com. This enhances customer convenience by enabling product purchases while enjoying the video.

Additionally, it introduces 10 to 20 products at once with original content. In about a one-minute short video, various products are shown according to different themes such as wedding, home decoration, and home training. In a video themed around wedding guest looks, two models wearing different outfits appear on the screen, followed by expert comments on the coordination, helping customers find better styling.

Hyundai Department Store plans to first launch ‘Video Magazine’ with the concept of a ‘new product lookbook’ (a booklet containing information about fashion-related products), then produce 2 to 3 ‘Video Magazines’ monthly, releasing a total of about 20 by the end of this year. It also plans to utilize ‘Video Magazine’ through Hyundai Department Store’s communication channels such as official SNS accounts like Facebook and Instagram, official application push notifications, and KakaoTalk messages.

A Hyundai Department Store official said, “At the ‘MWC 2019 Shanghai,’ the World Mobile Communications Expo held in China last year, we encountered ‘auto-tracking’ technology that allows interaction with customers through videos,” adding, “We applied this to The Hyundai.com to enhance customers’ shopping enjoyment and convenience and to naturally promote The Hyundai.com’s content through communication channels.”

Prior to this, Hyundai Department Store has introduced and operated various services using advanced IT technology. Last year, by applying the ‘AI Codi’ service, which recommends products that match the clothes customers searched for using artificial intelligence (AI) technology, to a total of 300,000 clothing products on The Hyundai.com, the company explained that customers using this service stayed 2.5 times longer than those who did not, and the service reuse rate reached 88%.

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