{"id":230,"date":"2023-11-21T13:47:19","date_gmt":"2023-11-21T06:47:19","guid":{"rendered":"https:\/\/thereporter.asia\/eng\/?p=230"},"modified":"2023-11-21T13:47:19","modified_gmt":"2023-11-21T06:47:19","slug":"12-years-of-true-shopping-in-becoming-an-integrated-omni-channel","status":"publish","type":"post","link":"https:\/\/thereporter.asia\/eng\/2023\/11\/12-years-of-true-shopping-in-becoming-an-integrated-omni-channel\/","title":{"rendered":"12 years of True Shopping in becoming an integrated Omni Channel"},"content":{"rendered":"<div>\n<p><span lang=\"EN-US\">According to<\/span><span lang=\"EN-US\">\u00a0<\/span><span lang=\"EN-US\"><a href=\"https:\/\/www.businessresearchinsights.com\/market-reports\/tv-shopping-market-102674\" target=\"_blank\" rel=\"noopener\">Business Research Insight<\/a><\/span><span lang=\"EN-US\">,\u00a0TV Home Shopping market worldwide would reach US$ 438.98 \u00a0billion within 2030 with compound annual growth rate (CAGR) by 6%, which is in contrary of the continuously decreasing number of TV viewers. However, one of the factors that boost the market is transform to digitalization.<\/span><\/p>\n<ul>\n<li>&#8211; <a href=\"https:\/\/thereporter.asia\/eng\/?p=154\">Central and Robinson Collaborate for Spectacular \u201cCentral \/ Robinson 11.11 Sale\u201d<\/a><\/li>\n<li>&#8211; <a href=\"https:\/\/thereporter.asia\/eng\/?p=196\">Banpu Unveils 3Q\/2023 Results, Total sales revenue of USD 1,468 million<\/a><\/li>\n<\/ul>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">One of the major strategies is speedy adjustment as the 12 years journey of True Shopping has been constantly adjusting to the market trend and consumers\u2019 lifestyle. On this occasion, 2 top management;\u00a0Mr. Ongard Prapakamol Chief Executive Officer TRUE GS Co., Ltd.\u00a0and\u00a0Mr. Yoonjae Shin Chief Operating Officer, TRUE GS Co., Ltd.\u00a0revealed the business timeline and strategies in leading the operation forward amid the changing market landscape.\u00a0\u00a0\u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">Starting from selling Hard Line products and sales from frying pan reached up to 55 million baht per month<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">True Shopping started the TV Home Shopping business since 2011, a collaboration among GS, the No,1 Home Shopping from Korea, along with True Visions and CP All and the Mall Group by broadcasting on TrueVisions channels. After that, it created a sales phenomenal on Hard Line products that drew strong market response, particularly home appliances such as Diamond Chef that generated monthly sales up to 55 million baht.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">True Shopping has constantly adapted and adjusted the strategies. During the COVID-19 period, it has adjusted strategy to be in line with consumer\u2019s behavior, focusing on Soft Line in the health &amp; beauty category, resulting in 50.4% increase in revenue in 2020, which went against the trend in other market and has strengthened the customer-base. \u00a0<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u201cCurrently, True Shopping up to 4.08 million customer-base; of which, 77% are from upcountry. The customers in TV Home Shopping are those aged 45 years and above with high purchasing power. Although the portion of customers from the television has decreased by half but TV platform is still the main distribution channel that has customers with purchasing power so we have maintained the customer base while expanding to online channel and propel to become Omni Channel,\u201d Mr. Ongard revealed the current market situation.\u00a0\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-232\" src=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2023\/11\/True-Shopping-Stretegy-1-.webp\" alt=\"Shopping\" width=\"600\" height=\"337\" srcset=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2023\/11\/True-Shopping-Stretegy-1-.webp 600w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2023\/11\/True-Shopping-Stretegy-1--300x169.webp 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00a0<\/span>12th\u00a0Year Anniversary to become an integrated Omni Channel<\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">In the past few years, the challenge of TV Home Shopping is the significant drop in the number of TV audiences worldwide, directly resulting in TV Home Shopping business. Moreover, the consumer\u2019s lifestyle has changed; however, True Shopping business is able to continue the operation which both executives agreed that it is based on the swiftly adjustment.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00a0\u201cWe rapidly adjusted the strategy to catch up with the trend and demand of customers. Previously, True Shopping did not only focus on TV channels, but also expanded to E-Commerce for 5-6 years while adapting to become Omni Chanel. We have swiftly made the adjustment without sway from our main business to strengthen both our brand and business,\u201d said Mr. Ongard.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">This year, True Shopping implemented the strategy to Omni Channel by focusing on 360-degree distribution channels. Currently, the integrated channels consisted of;<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>TV<\/strong>:<\/span><span lang=\"EN-US\">\u00a0Broadcasting on TrueVisions channels throughout 24 hours with the expansion to satellite TV and digital TV channels. The TV sales channels help remain the existing customer base while expanding to new customers in other various TV channels.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>E-Commerce<\/strong>:\u00a0<\/span><span lang=\"EN-US\">A new sales channel that is in line with the lifestyle of customer in the digital era by using websites, applications while opening shops in Market Place such as Shopee, Lazada and in social media channels. Currently, it has launched on TikTok to accommodate new customers and act as an\u00a0Enabler to help business clients enter E-Commerce channel.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>Telesales<\/strong>:<\/span><span lang=\"EN-US\">\u00a0Another channel that penetrates off-line and existing customers to serve both\u00a0Inbound \/ Outbound through continuously sales offering with privileges to customers who help promote products through words of mouth.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\">\u00a0<strong>Retail Shops<\/strong>:<\/span><span lang=\"EN-US\">\u00a0Join forces with affiliates under the group such as\u00a07-Eleven and Lotus along with other alliances such as The Mall, Boots and\u00a0Watson.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>Total Solution<\/strong>:\u00a0<\/span><span lang=\"EN-US\">Provide a complete integrated service for clients who have products including Direct Marketing\u00a0with End to End and\u00a0Back to End\u00a0services.<\/span><\/p>\n<\/div>\n<div>\n<p><strong><span lang=\"EN-US\">The advantages of True\u00a0Shopping as a long-term player in the market with infrastructure to penetrate the market 24\/7 are as followed;<\/span><\/strong><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>Recognition<\/strong>:<\/span><span lang=\"EN-US\">\u00a0True Shopping has been well-known and credible in the business for a long period of time. Customers are assured on the quality of products and after-sales services including insurance in various products.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>Seamless Experience<\/strong>:<\/span><span lang=\"EN-US\">\u00a0Having Omni Channel increases the sales opportunity for various group of customers while creating seamless shopping experience such as customer who see the product on TV could see the actual product in the retail shops before making the purchase on the website of social media,<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<strong>\u00a0<\/strong><\/span><span lang=\"EN-US\"><strong>Convenience<\/strong>:<\/span><span lang=\"EN-US\">\u00a0Implement integrated infrastructure to increase more conveniences to shop from many channels along with after-sales service throughout 24 hours including delivery service that could control the timeline with 1-2 days nationwide with return product policy from home.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u00b7<\/span><span lang=\"EN-US\">\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><span lang=\"EN-US\"><strong>Innovation<\/strong>:<\/span><span lang=\"EN-US\"> Having integrated Infrastructure from True helps swiftly develop various platforms with modern technology from technique or data to creating content that better serve and constantly attract customers.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-233\" src=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2023\/11\/168647.webp\" alt=\"Shopping\" width=\"600\" height=\"400\" srcset=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2023\/11\/168647.webp 600w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2023\/11\/168647-300x200.webp 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<\/div>\n<div>\n<h4><span lang=\"EN-US\">Synergy with\u00a0Lala Station, the No. 1 Live Commerce from Korea<\/span><\/h4>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">The market expansion plan that aims to penetrate working people and teenagers along with elevating home shopping to match consumer behavior in the digital era has led to a collaboration with Lala Station, the No.1 Live Commerce from South Korea with more know-how to expand to Live Commerce Platform as a communication and shopping channel following the Korean trend called Livetact to create differentiation and attract Thai consumers.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">Mr. Yoonjae Shin said that the strategy that has been adapted to the context of Thai market is<\/span>\u00a0 \u201cThe Home Shopping market in Korea uses state-of-the-art technology from Virtual Studio with 3D background and camera angle that move along with the program\u2019s host. In other words, it is similar with an entertainment show. The collaboration with Lala Station has strong points in terms of technology and creativity, enabling True Shopping to have creative content to attract more shoppers. In the technology side, an AI Shopping Host that could speak Thai with expression that is in line with Thai culture would help create a selling point that better service customers. These new ideas are expected to be implemented in 2024.\u201d<\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">Besides technology, new market opportunity will occur with production selection from Korea under the brands of Lala Station to exclusive sell on in Thailand under True Shopping brand.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u201cLala Station has over 140 brands and by recruiting popular and top-sales products from Korea to sell in Thailand will initially prove that the products have quality and fit the demand of customers. It is better than source our own products or brands by ourselves which is why this synergy happens.\u201d Mr. Ongard added.<\/span><\/p>\n<\/div>\n<div>\n<h4><span lang=\"EN-US\">Not focus on size but on profit<\/span><\/h4>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">Amid the significant changes in market landscape, competitors in the TV Home Shopping gradually faded or adjusted to other business directions. On the other hand, the competitors in the digital and online landscape dramatically increase which means everyone is opening shop on social media or various Marketplaces.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">The ultimate goal for True Shopping is not to expand business to become larger than competitors in the market but to capture the Niche market to generate continuous and sustainable profit.<\/span><\/p>\n<\/div>\n<div>\n<p><span lang=\"EN-US\">\u201cWe don\u2019t want to be big in size and loss in business operation but we want to focus on generating revenue with profit, sustainable growth for trade partners and customers. We target to become\u00a0Specialty Shop that serve the real need of customers.\u201d Mr. Ongard concluded.<\/span><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>According to\u00a0Business Research Insight,\u00a0TV Home Shopping market worldwide would reach US$ 438.98 \u00a0billion within 2030 with compound annual growth rate (CAGR) by 6%, which is in contrary of the continuously decreasing number of TV viewers. However, one of the factors&#8230; <\/p>\n","protected":false},"author":1,"featured_media":231,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[183],"tags":[185,186,184],"class_list":["post-230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-omni-channel","tag-shopping","tag-true-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>12 years of True Shopping in becoming an integrated Omni Channel - TheReporterAsia\/eng<\/title>\n<meta name=\"description\" content=\"According to\u00a0Business Research Insight,\u00a0TV Home Shopping market worldwide would reach US$ 438.98 \u00a0billion within 2030\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thereporter.asia\/eng\/2023\/11\/12-years-of-true-shopping-in-becoming-an-integrated-omni-channel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"12 years of True Shopping in becoming an integrated Omni Channel - 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