GS Shop said on the 6th that in the second quarter of this year (April–June), the transaction amount in the fashion, beauty, and food specialty sections within its mobile app increased 50% compared with the first quarter (January–March).
GS Shop built a three-specialty-section system by launching the fashion specialty section "Fashion Now" in Aug. last year, followed by adding the beauty specialty section "Beauty#" and the food specialty section "Delicious Discovery" in Nov. the same year. Fashion, beauty, and food are categories that draw strong interest from women in their 40s to 60s, GS Shop's core customer base.
The cumulative number of unique visitors (UV), excluding overlaps across the fashion, beauty, and food specialty sections, rose 136%, from 1.1 million at the end of Nov. last year to about 2.6 million at the end of July.
GS Shop cited applying the curation capabilities it built through TV home shopping to its mobile specialty sections as a growth driver. As it enhanced product recommendations tailored to customer interests and shopping purposes, the purchase conversion rate (CR) in the food specialty section was tallied at up to four times higher than the overall average for the food category within the mobile app.
Recently, it has also been expanding shopping-convenience features that use artificial intelligence (AI) technology. In the "popular reviewed products" corners within Beauty# and Delicious Discovery, AI provides one-line summaries of numerous product reviews so customers can quickly check product information.
GS Shop plans to foster the fashion, beauty, and food specialty sections as a core growth pillar of its mobile app by using AI technology to recommend products customers want and strengthening functions that curate needed products.
Kim Eun-ju, head of sales marketing at GS Shop, said, "The more popular the product category, the more important precise exploration and curation become," adding, "We will advance the service so it becomes the first mobile shopping destination people turn to when they are curious about products and trends in fashion, beauty, and food."