O Shopping to broaden base
GMM CJ O Shopping is overhauling its marketing policy in an effort to increase its revenue to 2.3 billion baht through a wider customer base.
The TV home-shopping operator is focusing on expanding to new platforms such as social media and out-of-home media as well as more digital TV channels to reach a broader audience.
Suwat Damrongchaitham, newlyappointed chief executive of GMM CJ O Shopping, said people have changed the way they consume media, with the majority no longer watching only one platform. He said adapting to meet people’s changing behaviour is critical for TV homeshopping operators to survive and draw more viewers.
O Shopping channel broadcasts on the satellite TV platforms operated by GMM Z, PSI Holdings and local cable TV operators.
Apart from expanding its reach to new media platforms,
Mr Suwat said the company will have new products such as IT gadgets and fashion products for customers aged younger than 30, whose lifestyles are the most connected to e-commerce and telesales products.
Mr Suwat said in addition to offering high-quality products, GMM CJ O Shopping will create more flexible payment options.
He added these strategies would help differentiate GMM CJ O Shopping from the other operators in the home shopping industry.
The company is moving to create brand awareness under the umbrella of GMM Grammy to enhance its competitiveness and drive growth.
The company is a joint venture between Grammy and CJ O Shopping from South Korea.
Apart from selling feature products, GMM CJ O Shopping is also interested in selling its own products.
“Selling our own products will surely benefit us greatly as we can control prices easily and also receive higher margins. But it’s also not that easy and we’ll have to work hard to do it,” added Mr Suwat.
Last year, GMM CJ O Shopping posted revenue of 1.7 billion baht, missing its 2.1 billion target due to myriad factors, such as the economic slowdown, the mourning period and flooding in the South.
Mr Suwat said after overhauling its marketing strategy, he is confident the company’s revenue this year will grow 30% to 2.3 billion baht.