Casamia Captures MZ Generation Through 'Online' Communication

Providing Differentiated Services Targeting the Digital Generation Centered on 'Goodcom'

Shinsegae's living & lifestyle brand Casamia is strengthening its online marketing to communicate with the MZ generation. The photo shows a live broadcast screen conducted with the portal site Naver at the end of last October.
[Photo by Casamia]

[Asia Economy Reporter Kim Jonghwa] Shinsegae's living & lifestyle brand Casamia has activated online marketing to target the MZ generation.

As contactless consumption becomes widespread, the furniture industry, which traditionally had a high offline sales ratio, is also fiercely competing in online marketing. They are actively expanding communication online, from strengthening online shop services to content marketing on YouTube and various SNS channels, as well as live commerce. Casamia is moving quickly at the forefront of this trend, strengthening communication with the younger consumer group, also called the 'digital generation.'

The most notable among these efforts is 'Guud.com.' Guud.com is a lifestyle-specialized online mall launched by Casamia last July, where you can find living items from over 180 domestic and international brands, including Casamia. Introducing the industry's first concept of 'commerce & community,' it offers various informational content that incorporates entertainment elements on everyday life topics such as interior tips, sound sleep, and design, aiming to differentiate its marketing. Since its opening, it has continuously uploaded about 100 diverse contents, establishing itself as a 'playground'-like site where people not only buy furniture but also obtain information and communicate about lifestyle.

Through these fresh attempts, Guud.com has received a good response, achieving about 150% growth in sales compared to the same period last year for existing online brand malls within four months of its launch. This has significantly contributed to Casamia's third-quarter performance this year, which rose about 50% year-on-year, playing a key role as a sales driver.

Following the launch of Guud.com, Casamia's SNS channel operation method has also become more systematic. The brand's official SNS accounts have been divided into Casamia and Guud.com to segment targets and provide content desired by each channel's audience, leading to more active communication than before. Casamia's official Instagram quickly delivers brand-related news such as new product launches, new store openings, and discount information, while Guud.com's Instagram focuses on introducing spaces decorated by customers themselves or daily life in those spaces.

In particular, Guud.com's YouTube channel 'GuudTube' is focusing on channel activation by continuously developing lifestyle content closely linked to Guud.com's direction, such as interviews with emerging designers 'Guud Design Lab,' the free makeover project 'Dreaming House,' and sleep experiment content 'Guud Night Lab.' GuudTube has gained popularity with an average of about 1,500 views per content within six months of operation, and among them, the parody video 'Letter from Hometown' released during last Chuseok holiday recorded 200,000 views.

Additionally, Casamia is actively engaging in 'live commerce,' which has emerged as a new consumption trend mainly among young generations. At the end of last month, they held a 'Casamia Brand Day' with the portal site Naver, attempting a live broadcast selling best-selling furniture at special discounted prices. During the broadcast, simultaneous viewers reached about 11,000, and the sales target was achieved at 105%, marking a successful first step.

Building on this success, Casamia will hold another live broadcast with Naver at 8 p.m. on the 25th. They will focus on the recliner sofa product group, which was the most popular in the previous broadcast, offering it at up to 30% discounted prices. The discount benefits during the broadcast will apply from the start of the broadcast until midnight of the same day, and sales are expected to reach about twice that of the previous broadcast.

Um Kyungmi, head of Casamia's online team, said, "To secure competitiveness in the post-COVID era, home furnishing must also increase consumer touchpoints online in various ways. Especially, as young customers familiar with digital technology are gradually emerging as the core consumer group in the industry, online marketing will become increasingly important."

Meanwhile, Casamia plans to strengthen its position as a lifestyle brand that consumers are enthusiastic about by deeply understanding customer needs through activating online marketing and engaging in two-way communication with customers.

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