Lotte Home Shopping reinforces multi-channel strategy

[Courtesy of Lotte Home Shopping]

Lotte Home Shopping on Wednesday announced its reinforced multi-channel strategy to diversify its sales channels, aiming to leap into the realm of media commerce and departing from traditional TV home shopping.

To achieve this goal, the company plans to showcase the sofa brand ‘ESSA’ across five different channels, including TV, mobile, T-commerce, online, and flagship stores, until February 16th, 2024.

In ESSA flagship stores located in Namyangju and Ilsan in Gyeonggi Province, as well as Yangsan in Gyeongnam Province, visitors can enjoy additional attractions featuring the Bellygom character.

During the event period, customers making purchases will receive up to a 28 percent discount, along with free gifts such as cushions, Bellygom calendars, and pouches.

Lotte Home Shopping is concentrating on diversifying its sales channels and boosting competitiveness via content commerce as traditional TV viewership is gradually decreasing. It integrated its TV and e-commerce sales organizations in 2023 to expand channel synergy and strengthen product competitiveness.

The company also plans to expand multi-channel brands jointly sourced by TV and e-commerce product planners, as well as discover new brands in promising industries such as pet care and healthcare.