What: Shinsegae seeks local retail paradigm shift with new content offer.

Why it is important: The retailer breaks down barrier between shopping and television content markets.

Shinsegae Group will introduce a new paradigm in retailing by combining TV shows and online shopping with a concept the company calls "drama commerce." This brings the shopping experience to another level where people can purchase products while watching dramatic content on their mobile phone. TV commercials are nothing new but Shinsegae's drama commerce will deliver TV shows that place the featured products squarely before any kind of storyline. The group hopes that this advertising model can help its retailing unit gain momentum to become a top player in the e-commerce sector.

Shinsegae seeks local retail paradigm shift with 'drama commerce'