GS Retail's home shopping service, GS Shop, has reported a remarkable 40% increase in orders for its shuffle shopping service, "Shuffle Pick," in the first quarter of 2025. This surge, announced on March 26, comes on the heels of a strategic app overhaul completed in September 2024, which integrated advanced generative AI technology to enhance user experience.
In terms of market response, the service has also seen its page views (PV) exceed 2.4 billion, a significant indicator of growing customer engagement. The increase in orders can be attributed to the personalized content recommendations that have been refined since the app's redesign, which allows for a more tailored shopping experience.
GS Shop utilizes AI to analyze various user data, including search terms, items in shopping carts, and previously watched content. This analysis enables the platform to recommend products that align with individual customer preferences, significantly improving user satisfaction and driving sales. As the data accumulates, the level of personalization has only improved, leading to this impressive growth in order amounts.
The company's content strategy has also played a crucial role in this success. Popular programs featuring celebrities, such as the "Soyujin Show" and "Jangshinyoung Show," alongside brand-centric programs like "The Collection" and "Shopmi the Trend," have been particularly effective. These shows have substantial fan bases, and content derived from their broadcasts has been summarized using generative AI, achieving over 1.5 million views within just ten days of release.
Moreover, the integration of the Shuffle Pick service has allowed GS Shop to promote various products effectively. For instance, the "Daewoong Pharmaceutical Easy Dew Cushion," known for its celebrity endorsement from Han Gain, experienced a complete sell-out during its launch broadcast, attributed to the pre-promotion conducted through Shuffle Pick. In total, 13,000 sets of the product were sold across three broadcasts, showcasing the power of effective marketing through the platform.
Looking ahead, GS Shop plans to double the number of AI-based Shuffle Pick content offerings starting in the second quarter of 2025. This expansion is expected to increase the visibility of products on the platform, further driving sales growth. By leveraging generative AI technology and the wealth of product data available online, GS Shop aims to create a richer shopping experience for customers.
Lee Myung-jae, the brand marketing team leader at GS Shop, emphasized the service's potential, stating, "Shuffle Pick is becoming a core service that transforms customer experiences with GS Shop's flagship programs and exclusive products. We are committed to providing differentiated shopping experiences for customers and a competitive marketing channel for our partners through innovative content driven by generative AI technology."
As the home shopping landscape continues to evolve, GS Shop's strategic use of AI technology appears to be setting a new standard for personalized shopping experiences, potentially reshaping how consumers engage with home shopping platforms.
