[Asia Economy Reporter Yuri Kim] CJ OnStyle announced on the 22nd that it has strengthened differentiated customer communication functions for each sales channel, including TV home shopping, live commerce, and mobile applications (apps). As online distribution channel transactions surged due to the prolonged COVID-19 pandemic, close communication has emerged as a key competitive advantage for commerce platforms, and customer responses to related services have been enthusiastic.
In TV home shopping, the 'Live Talk' service, enhanced in line with the launch of the CJ OnStyle brand last May, has been well received by customers. Since May, the number of users has exceeded 300,000, and the total number of chats has surpassed 1 million, showing steady growth. CJ OnStyle expanded the scope of broadcasts applying the 'Live Talk' service, which operates to enable real-time communication and resolve inquiries with TV home shopping viewers, and enhanced features such as increasing the size on the TV broadcast screen from one line to three lines. On the mobile app, CJ OnStyle consultants, called 'Talk PDs,' respond to real-time customer questions via chat, gaining positive feedback. According to a customer survey, about 70% of respondents said the Live Talk function helped them decide to purchase products, and over 90% of those expressed willingness to use it again.
The answer menu within the live commerce broadcast screen, newly established last October, is also seeing increased customer usage. CJ OnStyle introduced a service that answers 100% of all customer questions as a competitive advantage differentiating it from other live commerce platforms. While the goal is to provide real-time answers during the broadcast, a menu was devised to address situations where some customer questions might be overlooked due to a high number of chat participants. All questions from each customer are automatically saved in the 'View Collected Questions' tab, and answers are guaranteed even after the broadcast.
Funshop, a subsidiary of CJ OnStyle specializing in fun curation malls, is expanding customer touchpoints and strengthening close communication through 'Fding NEWS.' Funshop operates the 'Fding' service, a pre-order-based group purchase of new overseas items not yet introduced in Korea. It is preparing to launch 'Fding NEWS' as a page for Fding customers in December. Through 'Fding NEWS,' Funshop plans to pre-release content related to new products and identify customer requests and inquiries to reflect them in product introduction pages. Considering the long delivery times characteristic of overseas direct purchase items, separate content will also be created to address additional customer questions arising during the delivery period.
A CJ OnStyle official said, "As customer consumption through digital channels such as mobile apps has become routine due to COVID-19, efforts to implement close customer communication in a non-face-to-face environment continue," adding, "CJ OnStyle will enhance customers' shopping experience and satisfaction through differentiated communication technologies tailored to the strengths and characteristics of each channel, including TV home shopping, live commerce, and mobile apps."
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