GS Shop is experiencing remarkable growth with its short-form video service, 'Shufflepick', which has rapidly expanded thanks to the integration of generative artificial intelligence (AI) technology. On March 26, 2025, the company announced that in the first quarter of this year, from January 1 to March 23, Shufflepick's order volume surged by 40% compared to the previous quarter, marking a significant milestone in the app's development.
With the cumulative page views (PV) exceeding 24 million, it's clear that more customers are engaging with products through Shufflepick's video content. This increase in customer interaction is attributed to the advanced personalization of content recommendations that GS Shop has implemented since the app's redesign in September 2024.
GS Shop employs sophisticated AI technology to analyze various product data that reflects customer interests, such as search terms and items in shopping carts, alongside the content that customers have already viewed. This analysis allows the company to recommend content that aligns with individual customer preferences, enhancing the personalization experience as more data is accumulated.
Content strategies utilizing popular celebrity programs like 'Soyujin Show' and 'Jangshinyoung Show', as well as brand-centric programs such as 'The Collection' and 'Show Me the Trend', have proven effective. The company has expanded its offerings by condensing these popular broadcasts into shorter content, which has already garnered impressive viewership. For instance, content derived from these shows achieved 1.5 million views within just ten episodes.
As Shufflepick establishes itself in the market, it is also being actively utilized for branding unique products such as 'Core Authentic', 'Simple Bio', and 'Vu', along with new products from brands like 'Easy Dew' and 'Rowoon'. The content introduced in the first quarter alone reached approximately 2 million views, showcasing the growing popularity of these offerings.
From an Integrated Marketing Communications (IMC) perspective, advance promotions through Shufflepick have positively impacted broadcast performance. A notable example is the 'Daewoong Pharmaceutical Easy Dew Cushion', which is renowned for its popularity. The pre-launch promotion via Shufflepick resulted in a complete sell-out during its initial broadcast, with subsequent broadcasts also achieving significant sales; a total of 13,000 sets were sold across three broadcasts, establishing it as a hit product in a remarkably short time frame.
Looking ahead, GS Shop plans to double the amount of content available on Shufflepick starting in the second quarter of 2025. This expansion is expected to not only increase the variety of products showcased but also contribute to overall sales growth.
Lee Myung-jae, head of GS Shop's brand marketing team, emphasized the importance of Shufflepick, stating that it is becoming a core service that transforms customer experiences with GS Shop's representative programs and new product offerings. He highlighted the company's commitment to leveraging generative AI technology to innovate content and provide differentiated shopping experiences for customers while offering a competitive marketing channel for partners.
As the retail landscape continues to evolve, GS Shop's strategic use of AI in enhancing customer engagement through short-form content positions it favorably in a competitive market. The integration of technology not only enriches the shopping experience but also fosters brand loyalty and drives sales, illustrating the potential of AI in retail.
