Lotte Home Shopping Expands Early Morning Broadcasts, Targeting South Korea’s Senior Consumers
Beginning in May, Lotte Home Shopping strategically launched its live broadcasts an hour earlier, at 5 a.m. This significant schedule adjustment directly caters to the evolving lifestyles of South Korea’s senior demographic, a core segment of the nation’s TV home shopping audience.
This strategic expansion by Lotte Home Shopping follows a similar pioneering initiative from competitor NS Home Shopping, which commenced its own 5 a.m. broadcasts in April.
Internal data from Lotte Home Shopping strongly supports this shift. During the summer months last year, an impressive 80 percent of all purchases made between 5 a.m. and 7 a.m. were attributed to customers aged 60 and above. Furthermore, overall purchases recorded after 5 a.m. nearly doubled compared to previous periods, emphatically establishing this early morning slot as a pivotal starting point in the daily shopping routines of this valuable demographic.
Beyond just schedule changes, Lotte Home Shopping is also meticulously tailoring its product offerings to meet the specific needs and preferences of its senior demographic. Key product categories will include popular health supplements, specialized sports goods, and contemporary fashion items designed specifically for seniors. This early morning broadcast strategy is initially a pilot program, slated to run through August, at which point the company will evaluate its success and determine whether to implement it year-round.
“During the warmer summer season, we observe that our senior customers typically begin their day earlier,” a Lotte Home Shopping official stated. “Our commitment is to continually enhance the shopping experience by delivering programming and services specifically tailored to these evolving lifestyles, ensuring maximum convenience for our valued early-bird shoppers.”
