Send Your Story and Get Outfit Recommendations on Live Broadcast... E-commerce 'Customer Engagement' Popularity

Lotte ON Expands Experiential Content with Find-Dream Series
'Golini Pumgyeok' Views Increase 10x
Product Reviews Strengthened with Customer Participation
Photo and Video Review Submission Rate Rises by 10%

Lotte ON conducted the 'Perfect Fit for My Body - PK One-piece' content in this month's customer participation live broadcast, Find It.

[Asia Economy Reporter Lim Chun-han] "I always wear black to look slimmer, but almost no one wears dark colors for golf wear. How should I dress to avoid looking fat?" (Lotte ON Find-Dream winner's story)

In the e-commerce industry, experiential content such as customer participation live broadcasts and unboxing reviews is gaining popularity. This is part of a strategy to attract customers who are turning to offline channels in the endemic era (periodic outbreaks of infectious diseases).

On the 3rd, Lotte ON introduced the monthly customer participation live broadcast series called ‘Find-Dream.’ This content collects stories in advance and recommends customized products to the selected customers. During the broadcast, they also listen to real opinions through phone connections, providing a shopping experience similar to visiting Lotte Department Store. As a result, the ‘Golf Beginner’s Dignity Find-Dream’ held last month recorded over 10 times the views compared to regular content. At that time, stories were collected under the theme ‘For those worried about their field look and serious about golf,’ and unique golf wear products by brand were recommended in the Lotte Department Store golf wear zone.

In March, about 100 people participated over three days in collecting stories from customers worried about ‘Mom’s spring clothes,’ and a story requesting a trench coat for mom’s spring outings, which decreased due to COVID-19, was selected. Brand managers from She’s Miss, BCBG, and others appeared directly to introduce and recommend products. This month, the ‘Perfect Fit for My Body - PK Dress Find-Dream’ focused on finding the best fit by body type, which is a top concern for women, and various models proposed customized coordination.

Lotte ON is also strengthening product reviews through customer participation. Unboxing reviews that provide Lotte Mobile Gift Certificates and L.Points are representative examples. Customers simply film the moment they open the delivery box and how to use the product to leave vivid reviews. From January to April this year, the photo and video review submission rate increased by 10% compared to the previous year at Lotte ON.

A Lotte ON official said, "As more customers actively want to share their experiences recently, we are trying various events. Reviews that include photos and videos are perceived as more objective from the buyer’s perspective than text-only reviews. We plan to move toward activating high-quality reviews."

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