Simultaneous Sales on TV, Mobile, and Offline
'Belligom' Exhibition at Offline Stores
Lotte Homeshopping announced on the 17th that it will hold a multi-channel special exhibition selling the premium sofa brand 'Essa' across five channels including TV, mobile, t-commerce, online, and flagship stores from the 16th of this month to the 16th of next month.
Lotte Homeshopping is strengthening its 'multi-channel product provider' strategy by diversifying sales channels beyond TV home shopping to platforms such as YouTube and social networking services (SNS). Through the 'One Source Multi Channel (OSMC)' approach, which showcases differentiated products across various sales channels to create synergy, the company plans to accelerate its 'post-TV' strategy.
Last August, a simultaneous live broadcast scene on TV and mobile of the premium sofa brand 'Essa'. [Photo by Lotte Home Shopping]
Lotte Homeshopping explained that the 'Hambak Steak,' which sold out last December, is considered a successful case of the multi-channel strategy. The product, planned in collaboration with the 9 million YouTuber 'Tzuyang,' was simultaneously sold on TV, live commerce, and SNS.
Starting this year, Lotte Homeshopping plans to actively discover multi-channel products. As part of this, Essa sofas will be sold across five channels?TV home shopping, t-commerce, online, mobile, and offline?until the 16th of next month. At the same time, Bellygom will be exhibited at the Essa flagship store. Bellygom is Lotte Homeshopping's character brand with a fandom of 1.6 million on SNS.
On the 20th, the 'Essa Prado Cashmere Sofa' will be sold simultaneously on TV home shopping and mobile TV 'ELive.' On the 22nd, the 'Simone Sofa,' jointly planned by Lotte Homeshopping and Essa, will be showcased on ELive, and on the 27th, the 'Prado Live Sofa' will be sold on the t-commerce channel 'Lotte One TV.' Showrooms where customers can experience sofas sold by Lotte Homeshopping will be set up at Essa flagship stores in Namyangju, Ilsan, and Yangsan, with Bellygom also on display. During the event period, customers will receive up to a 28% discount, gifts worth approximately 500,000 KRW such as stools and cushions, and limited edition goods including Bellygom calendars and pouches.
Meanwhile, Lotte Homeshopping is making efforts to evolve into a media commerce company beyond TV home shopping by developing multi-channel products and strengthening content commerce. As part of this, the company integrated its TV and e-commerce sales organizations last year to expand synergy between channels and enhance product competitiveness. Going forward, it plans to expand multi-channel brands jointly sourced by TV and e-commerce MDs and discover new brands in promising industries such as pet care and healthcare.
Jae-hong Park, Head of Product Division at Lotte Homeshopping, said, "As part of Lotte Homeshopping's 'multi-channel product provider' strategy, we planned an integrated event showcasing a single brand across five channels. We will continue to develop exclusive multi-channel products and present them across various channels to advance as a media commerce company."
Event products and the Bellygom character are displayed at the 'Essa Ilsan Flagship Store' located in Goyang-si, Gyeonggi-do. [Photo by Lotte Homeshopping]
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