At the Beginning of the Month Regular Event 'OnStyle Day' (August 1?3)
Mobile Live Commerce Channel 'Live Show' Triples Sales Per Broadcast
[Asia Economy Reporter Kim Yuri] CJ OnStyle announced on the 5th that during the regular event 'OnStyle Day' held at the beginning of the month, sales and the number of ordering customers increased across all channels and the mobile application.
CJ OnStyle reported achieving total sales of 34.5 billion KRW (based on order amount) from August 1 to 3. The total number of ordering customers and order volume rose by 14% and 16%, respectively, compared to the same period last year, and the repurchase rate, which reflects existing customer loyalty, also increased by 14%.
The mobile app led the overall sales growth with increases of over 25% in customer count, order amount, and order volume. CJ OnStyle analyzed that the popularity was driven by concentrated benefits offered during the event period. 'OnStyle Day' provided discounts of up to 70% plus an additional 10% in reward points to enhance the perceived discount, and customer grade-specific coupons available at the beginning of the month could also be applied together. Product curation tailored to the preferences of target customers by TV and mobile channels also contributed to the sales increase.
Mobile app sales, which prominently featured products needed for staying at home, rose by about 25%. Sales of cosmetics and health, sports, and leisure products increased by 57% and 38%, respectively. This was due to the prolonged COVID-19 pandemic, which has recently heightened demand for self home care (skin and health management). With the ongoing heatwave, seasonal home appliances sales rose by 110%, and kitchen appliances that enhance home cooking quality increased by 37%. The order amount for CJ OnStyle’s private brand (PB) fragrance product 'Tailor Scents' increased more than tenfold compared to last year.
The average order amount per broadcast on CJ OnStyle’s mobile live commerce channel 'Live Show' also tripled. With a surge in families having all three meals at home, the order amount for the August 1 broadcast of 'Cuckoo Master Chef Twin Pressure' reached 200 million KRW. The company explained that there was also strong interest in large TVs, which saw increased demand due to the Olympics viewership, and the 'Next-Day Arrival Daily Necessities' broadcast. 'Next-Day Arrival' is a service that delivers orders placed by 11 PM (on weekdays) the very next day.
CJ OnStyle’s TV live channel saw popularity in exclusive fashion brands and luxury goods. The same event benefits applied when purchasing via the mobile app, resulting in a 46% increase in customers making their first purchase of TV broadcast products through the mobile app. Despite airing at 1 AM on August 2, the broadcast of summer season products from 'VW Vera Wang' and 'G Studio' exceeded 250 million KRW in order amount. On the same day, about 4,000 pairs of 'Jean-Michel Basquiat' 2021SS 'Artistic Sneakers' sold within 23 minutes of the broadcast, and the 'Burberry' brand broadcast on August 3 attracted about 1.2 billion KRW in orders.
Kim Eunkyung, head of CJ OnStyle’s e-marketing team, said, "'OnStyle Day' is a representative brand regular shopping festival held on the 1st, 2nd, and 3rd of every month, and we plan to gradually expand the scale of the event and customer benefits." She added, "Through customer-tailored mobile app events offering practical price benefits such as discounts and reward points along with carefully selected preference products, we will provide customers with a reasonable shopping experience and enjoyment."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
