TV Home Shopping's 'Big Spenders' Women in Their 50s and 60s... Most Orders for Fashion Items

Daily Broadcast During Specific Weekday Time Slots

The largest customer base in the home shopping industry has been identified as the 5060 generation. SK Store plans to launch a new program called ‘Shopping Play List’ during weekday mornings, primarily watched by women in their 50s and 60s, targeting new customers.

According to SK Store’s own data analysis on the 29th, among new customers from the 1st to the 25th of this month, the proportion of the 4050 generation reached 48.5%. During this period, the order share by age group showed that the 5060 generation accounted for 68%, while the 3040 generation recorded 14.3%. Notably, the 5060 generation placed the most orders in the categories of fashion apparel, fashion accessories, and daily necessities, in that order.

As of this month, the top product categories for first-time orders among all new customers at SK Store were food in first place and fashion apparel in second place.

SK Store is actively leveraging this data to introduce a customized new program. The plan is to create loyal customers through daily broadcasts at fixed times on weekdays and provide reasonable shopping benefits based on solid performance.

SK Store’s newly launched ‘Shopping Play List’ is scheduled to air from 10:41 AM to 11:41 AM every weekday starting from the 4th of next month, featuring products in categories such as fashion accessories, trends, living, and general food items.

The first broadcast will open with luxury brands. It offers clothing and accessory products from well-known brands like Burberry, Gucci, and Geox at more reasonable prices. Representative products include ▲Burberry Oxclose Long Jacket (1.39 million KRW) ▲Gucci Flower Silk Scarf (498,000 KRW) ▲Geox Sperica Women’s Loafers (189,000 KRW), prepared as must-have items for the spring season wardrobe. The second broadcast on the 5th will feature ‘TS Super Keratin Shampoo.’ On the 6th, a sales broadcast for ‘Skechers Arch Fit Sneakers,’ one of the best-selling brands on SK Store, will be held.

They will also enhance synergy with the increasingly popular mobile live commerce broadcasts. Products introduced on the Shopping Play List TV shopping broadcast will be sold together through a special 80-minute mobile live commerce broadcast every Tuesday from 10:40 AM to 12:00 PM. This broadcast runs 20 minutes longer than the TV broadcast, aiming to attract viewers from TV to mobile.

Shin Hee-kwon, Head of Commerce Business Group at SK Store, said, “Since last year, the home shopping market has faced difficulties, and to overcome this, we planned a broadcast that can effectively attract new customers. We are confident that this broadcast, created through thorough analysis of customer data, will lead SK Store this year.”

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