Lotte Home Shopping is moving into marketing tailored to consumers in their 50s and 60s. The decision reflects the view that consumers in their 50s and 60s are emerging as a key pillar of the retail and content markets. These consumers have strong purchasing power, adapt well to mobile, and have clearly defined content preferences.
On the 28th, Lotte Home Shopping said it plans to strengthen content marketing for consumers in their 50s and 60s. The company judged that the marketing impact of the "Gwang-click Concert" held on the 19th at KINTEX in Ilsan was successful. The Gwang-click Concert is Lotte Home Shopping's biggest shopping event of the year. This time, eight top-tier trot singers were invited: Jang Yun-jeong, Lee Chan-won, Park Seo-jin, Park Ji-hyun, Jin Hae-seong, Enoch, Son Bina, and My Jin.
The 6,000 concert invitation seats were distributed through an entry-and-drawing system. During the entry ticket distribution period, visiting the event page or sharing the page with an acquaintance earned one entry ticket per day. Of these, the 200 customers with the most entry tickets were given VIP seats closest to the stage to watch the performance.
The company also ran marketing to spur shopping participation by awarding different numbers of entry tickets based on purchase amount. Consumers who spent 50,000 won or more received two entry tickets, and those who spent 100,000 won or more were given four additional entry tickets.
A Lotte Home Shopping official said, "The total order value from entrants roughly doubled compared with last year's event, and the average order value per consumer rose 25 percent," adding, "The competition rate for entries was about 100 to 1."