Lotte Home Shopping Expands Live Broadcasts with Digital Technologies like VR and AR to Enhance Viewer Experience

Lotte Homeshopping announced on the 24th that it will accelerate digital transformation by applying virtual reality (VR) and augmented reality (AR) technologies to live TV home shopping broadcasts and revamping real-time communication services during broadcasts with a focus on customer convenience (Photo by Lotte Homeshopping).

Analyzing Product Characteristics by Category to Implement Virtual Environments Such as Landmarks and Natural Scenery
'Fashion Festa' AR Special Broadcasts Held 7 Times, Average Order Volume Increased by Over 50%
"Customer Participation Tripled After Changing Exposure Method of Real-Time Chat Service 'BaroTV Talk'"

[Asia Economy Reporter Kim Yuri] Lotte Homeshopping announced on the 24th that it is accelerating digital transformation by applying virtual reality (VR) and augmented reality (AR) technologies to live TV home shopping broadcasts and reorganizing real-time communication services during broadcasts with a customer convenience focus.

Lotte Homeshopping has introduced services utilizing digital new technologies mainly on mobile channels, such as the virtual fitting service 'Real Fitting' and 'VR Street,' which implements flagship stores. As contactless shopping has become routine recently, interest in virtual experience services has increased, leading to the application of digital technology to live TV home shopping broadcasts to provide customers with new shopping experiences. To this end, the latest technologies and equipment such as the 'Unreal Engine,' which implements virtual graphics in real time on camera footage, have been introduced, and plans are in place to strengthen differentiation of broadcast videos through professional production personnel.

Currently, virtual objects and spaces are recreated in the studio by analyzing product characteristics by category such as health foods, travel, and fashion. In health food broadcasts like 'Lee Gyeongje The Stronger Deer Antler' and 'Colostrum Collagen Protein,' living animals were realistically implemented to visually convey ingredients and efficacy. In travel product broadcasts where a sense of presence is important, virtual buildings including local landmarks were showcased. In the October broadcast last year for 'Lotte Hotel Jeju,' the hotel exterior and swimming pool were featured, and in the March broadcast for the launch of 'Chamjoeun Travel Hope Package,' the Paris landmark 'Eiffel Tower' was presented.

During the 'Fashion Festa' special event held from the 9th to the 20th, a total of 7 AR special broadcasts were conducted. Virtual outdoor swimming pools served as backgrounds to sell exclusive brand summer new products such as 'Paul & Joe' and 'Georges Rech,' and for off-season product broadcasts like 'Jindo Fur' and 'CTG Wool Vest,' snowy landscapes were recreated in the studio. These broadcasts showed results with order volumes more than 50% higher compared to the average order volume of the entire 'Fashion Festa' broadcasts.

Additionally, the exposure method of the real-time chat service 'BaroTV Talk' during broadcasts was changed from subtitle form at the bottom of the screen to a chat window format used in live commerce. After applying this to the fashion program 'Young Style' on the 21st of last month, customer participation increased more than threefold compared to previous broadcasts, with positive feedback such as "It became easier to watch" and "It is good to see various opinions simultaneously."

Lee Jaegul, Head of Broadcast Operations at Lotte Homeshopping, said, "As contactless consumption spreads, we are focusing on providing customers with new shopping experiences through AI-based virtual experience services. We will apply cutting-edge digital technologies not only to TV home shopping but also to various channels such as T-commerce to increase product attention and enhance differentiation by providing the fun of shopping."

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