Event Runs Until the 26th,
Specialized Marketing for Women in Their 50s and 60s Enhanced
Concert Inviting 6,000 Customers
Daily 30,000 Won Shopping Support and Time-Limited Deals Offered
Lotte Homeshopping announced on October 16 that it will hold its largest annual shopping event, the 'Gwangcle Festival,' until the 26th, and will host the largest-ever 'Gwangcle Concert' featuring a total of eight popular singers.
Lotte Homeshopping is strengthening its specialized marketing targeting women in their 50s and 60s, who are the core customer base of TV homeshopping. For the 8th Gwangcle Festival this year, under the concept 'Bigger Benefits Are Back, THE CRAZY Gwangcle Festival,' the number of guest singers has been expanded from five last year to eight, enhancing both the scale of the concert and the benefits offered.
Lotte Homeshopping conducted a survey to identify the favorite singers among women in their 50s and 60s, selecting eight popular artists: Jang Yoonjung, Lee Chanwon, Park Seojin, Park Jihyun, Jin Haesung, Enok, Son Bina, and My Jin. The Gwangcle Concert will be held on November 19 at KINTEX in Ilsan. During the event period, participants can receive one entry ticket per day by accessing the event page or sharing it with acquaintances. Additional entry tickets will be awarded based on purchase amounts: two tickets for purchases over 50,000 won and four tickets for purchases over 100,000 won.
A total of 6,000 people (3,000 winners, each receiving two tickets) will be invited to the concert through a lottery. The top 200 participants with the most entry tickets will receive special VIP-level benefits, such as access to the rehearsal and exclusive seating. New customer participation events have also been introduced, including sharing photo cards of the performing artists and checking one's entry ranking. Gifts for purchases have been curated based on evaluations by a customer panel and internal review sessions, featuring top-tier items favored by women in their 50s and 60s, such as luxury beauty products and premium kitchenware.
On TV homeshopping, the best-quality products in each category will be offered in special configurations. Winter preparation items that combine quality and functionality will be launched, including 100% cashmere knitwear from the new cashmere-specialized brand 'Nemere,' the premium furniture 'Casamia Campo Sofa,' and the Italian-imported 'Imetec Electric Blanket.' On the mobile application, the one-day time-limited deal 'Gwangstar' will offer popular products such as 'Gucci Scarf' and 'Yves Saint Laurent Cushion' at discounts of up to 60%. The live commerce platform 'ELive' will exclusively present cultural performance products, including the women's musical 'Mr. Show.'
Kang Jaejun, Head of the Innoventure Division at Lotte Homeshopping, stated, "Last year, the industry's first-ever planned trot concert received an explosive response from customers in their 50s and 60s, establishing the Gwangcle Festival as the industry's leading shopping festival. This year, with a lineup tailored to customer preferences and expanded events, we aim to deliver a special experience that combines smart shopping with inspiring performances."
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