"CJ OnStyle Revamps Mobile App on the 15th for 'Video Playback by Preference'"

AI-Powered Hyper-Personalized Shopping Video Recommendations
Focusing on Trend-Sensitive 3040 Demographic

CJ OnStyle announced on the 15th that it has revamped its mobile application (app). This is the first revamp in three years since the launch of the CJ OnStyle brand, which integrated mobile and TV in 2021.

The main point of this revamp is to transform into a hyper-personalized video shopping platform through artificial intelligence (AI) technology. CJ OnStyle analyzes customer activity history (purchases, searches, clicks) to extract interests and provides AI hyper-personalized services that recommend products and videos tailored to tastes such as fashion, luxury goods, beauty, and living. This is based on the judgment that optimizing the purchase flow according to customer purposes will enhance shopping convenience and increase app purchase conversion rates and active customers.

The main screen of the mobile app now features shorts (short videos). It has been revamped so that shorts can play infinitely according to individual preferences, including styling know-how, household tips, and mukbang.

A quick menu icon has also been newly added to improve convenience in exploring products such as fashion, luxury goods, beauty, and new arrivals. A popular broadcast tab has been newly created, gathering only CJ OnStyle mobile live broadcast programs with strong fandoms, such as Brian’s ‘Beutina Life’, digital specialty ‘Jeonjajeonneung’, infant and child specialty ‘Mammanhani Special’, and beauty specialty ‘Get It Beauty Friends’.

CJ OnStyle plans to focus on targeting consumers in their 30s and 40s who are sensitive to trends and have diverse consumption experiences through this app revamp. They intend to actively attract young customers through a dual-channel strategy separating mobile app live and YouTube live channels.

Yoon Jin-hee, CJ OnStyle’s CX manager, said, “We have strengthened the identity of the video shopping platform with AI hyper-personalized shopping video recommendations and infinite viewing of shorts,” adding, “We will lead the lifestyle of shopping through videos across mobile and TV.”