Kang Boram Cafe24 Consultant
Predicting Short Padding Popularity with Big Data... Sales Up 35% Year-on-Year
[Asia Economy Reporter Lim Chun-han] Cafe24 is providing optimized consulting strategies to online shopping mall operators through big data analysis based on approximately 1.9 million online shopping malls. Not only popular products but also short-term and mid-to-long-term trends can be specifically identified, leading to a steady increase in shopping malls applying these insights to their marketing strategies.
On the 24th, Kang Bo-ram, a consultant at Cafe24's Marketing Center, cited 'big data' as the core of online shopping mall marketing strategies. Consultant Kang explained, "It usually takes about 30 minutes to analyze a single indicator, but with big data tools, it can be done in one minute," adding, "It is possible to quickly and precisely grasp rapidly changing online trends from various time points such as the previous day or the previous year."
High accuracy is also a characteristic of big data marketing. Consultant Kang stated, "Unlike industry analysis tools that can only extract representative keywords like outerwear, tops, and bottoms, Cafe24's data tool can extract keywords and images simultaneously," and added, "This allows for a detailed understanding of which products are trending by category."
In the case of clothing brand A, they were able to quickly create popular products by predicting trending items through big data marketing in collaboration with Cafe24's Marketing Center. Consultant Kang said, "Analysis of last year's popular product groups predicted an increase in short padding sales, so we suggested promoting lightweight padding on key marketing channels as soon as the average temperature dropped," adding, "In fact, the product accounted for 15% of total sales, and overall sales achieved explosive growth of over 35% compared to the same period last year."
Consultant Kang emphasized that the value of big data depends on what is analyzed and based on which criteria. Therefore, in the e-commerce sector, receiving help from experts who can properly analyze big data contributes to greater sales growth. Kang said, "To judge whether an indicator is good or bad, various factors such as the period, correlation with other figures, the shopping mall's situation, and the season must be comprehensively considered," adding, "If one becomes too absorbed in the data itself, it may be difficult to make bold decisions necessary for brand growth. It is important to implement appropriate marketing strategies through the synergy of expert know-how and big data."
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