CJ OnStyle Hosts Live Commerce Consumer Forum 'A.R.T.'

CJ OnStyle Live Commerce Consumer Forum 'A.R.T.' Broadcast Screen Capture.

Live Commerce Executives Communicate in Real Time with Customers
Pre-Survey on 'Live Commerce Customer Reactions' Conducted with Approximately 1,500 Participants
"To Serve as an Opportunity to Set Live Commerce Business Strategy and Direction"

[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 30th that it conducted a large-scale consumer survey and consumer participation forum (A.R.T.) themed around 'live commerce.'

CJ OnStyle stated that it prepared this forum to reflect vivid consumer opinions, such as the pros and cons experienced by consumers using live commerce, into its business strategy and to build a customer-centric live commerce system. As live commerce rapidly emerges as a leading commerce platform in the distribution industry, this is the first time a consumer perception survey and forum have been held on the topic.

On the 29th, CJ OnStyle held 'A.R.T.' where 13 consumer panelists who participated in the survey shared points for improvement in live commerce services with CJ OnStyle executives. The forum, conducted in real-time and non-face-to-face, was attended by Jinhan Bae, Head of CJ OnStyle Mobile Live Business Division, and host Solji Lee, who directly listened to and answered consumer questions. The forum's name, 'A.R.T.,' stands for 'Answer.Responsibility.Trust.' It embodies CJ OnStyle's live commerce strategy to fully answer customer questions, pursue responsible sales, and deliver trustworthy broadcasts.

Prior to the forum, CJ OnStyle conducted an online survey (via CJ OnStyle mobile app, September 6?12) targeting 1,452 consumers (90% aged between 30 and under 60) from its quantitative consumer research panel. When asked, "Have you ever used live commerce?" about 63% (918 people) responded that they had watched it, and among them, approximately 96% (882 people) expressed their intention to continue using it in the future. In an open-ended question asking why they watch live commerce, the most frequent responses were related to 'communication,' such as 'immediate answers to my questions,' 'vivid explanations,' and 'real-time chat' (7 out of the top 20 open-ended responses were communication-related keywords). 'Discounts and benefits' followed closely (4 out of the top 20 open-ended responses were discount/benefit keywords, ranking second). The most common complaints about using live commerce were: 1st place 'inconvenient screen viewing (32%),' 2nd place 'lack of differentiation (27%),' and 3rd place 'low broadcast quality (26%).'

At the consumer forum 'A.R.T.,' the keywords 'communication' and 'trust,' which many customers identified as areas for improvement in the survey, were introduced, and participating panelists typed related questions into the chat window, which Head Bae answered. In response to customer feedback that questions posted during the broadcast quickly disappeared from the chat, CJ OnStyle stated, "To provide 100% answers to customers, we will revamp the broadcast screen starting from the 30th. A new automatic question-saving feature will be introduced, ensuring that questions will be answered even after the broadcast ends."

Regarding questions about product trust, CJ OnStyle responded, "According to customer survey results, the trust level in CJ OnStyle live commerce's delivery, refund, and customer consultation services is 64%, which is 21 percentage points higher than the average trust level of eight other e-commerce companies operating live commerce." They added, "We will continue to strengthen responsibility for product quality and the entire operation process through a dedicated live commerce product team and further enhance customer trust."

Regarding broadcast screen and completeness, CJ OnStyle stated, "We plan to advance the screen composition to suit the characteristics of live commerce channels, such as increasing 'one-on-one video call-type' broadcasts that provide a sense of interactive and intimate communication."

Head Bae said, "The customer survey and online consumer forum helped clarify the direction of the live commerce business," adding, "CJ OnStyle will build a live commerce broadcast system that customers can 'trust and purchase from' by enhancing viewer communication, strengthening responsibility for sold products, and improving the reliability of broadcast content."

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