Lotte Homeshopping held the "Gwangclick Concert" on November 19 at KINTEX in Ilsan, inviting 6,000 customers. This event was organized as part of "Gwangclick Festival," the largest shopping festival of the year held last month. The event featured top-tier singers favored by the 50s and 60s age group, including Jang Yoon-jung, Lee Chan-won, Park Seo-jin, Park Ji-hyun, Jin Hae-sung, Enok, Son Bin-ah, and My Jin.

This year, the number of invited singers increased from five last year to eight, interpreted as a measure to provide more benefits to customers. Lotte Homeshopping targets the 50s and 60s generation as its core audience and is strengthening experiential marketing tailored to their tastes.

The invitation event closed with a competition rate of 100 to 1, and on the first day of "Gwangclick Festival," October 16, the highest number of customers ever was attracted. The total order amount from applicants doubled compared to the previous year's event, and the average order amount per customer also increased by 25%.

At the event venue, various experiential programs that the 50s and 60s customers could enjoy were operated in addition to trot performances. A photo wall using pictures of the performers was installed at the entrance, and a professional photographer provided a service to take photos with customers' mobile phones. A pop-up booth of Lotte Homeshopping's exclusive fashion brand, neMMER, was also operated to introduce new products, and a roulette event was held for booth visitors.

Kim Dong-won, head of marketing at Lotte Homeshopping, stated, "Emotional marketing combining trot performances and experiential programs resonated with the middle-aged and senior customers, leading to results beyond expectations." He added, "We will continue to expand content and events reflecting the emotions and tastes of the 50s and 60s generation to enhance customer satisfaction."

Lotte Homeshopping regards the 50s and 60s generation, who have high purchasing power and loyalty, as its core customer base and is strengthening marketing that reflects their consumption tendencies and lifestyle. Last year's "Gwangclick Concert" at Lotte Homeshopping received as many as 400,000 applications, with over 60% of applicants being women in their 50s and 60s.

In the first half shopping event "Lotshowfe" held in April this year, communication instructor Kim Chang-ok's "Showcance" was conducted, attracting 30,000 applicants for 300 spots, proving the high interest of the middle-aged and senior customer group.

Lotte Homeshopping plans to continue meeting customer demands and further increasing their loyalty through various marketing strategies targeting the 50s and 60s generation.