South Korea is one of the biggest ecommerce markets in the world thanks to its quick adoption of technological trends. According to recent statistics on age distribution of online buyers conducted by eBay Korea, it comes as no surprise that the vast majority of those buyers are millennials in their 20s and 30s. In an effort to attract mainstream buyers, eBay Korea is making use of various marketing and communications strategies targeting and catering to the needs of millennials. For example, untact marketing (selling products without face-to-face contact) and embracing new media.
Untact Marketing – Smile Box
Combining the prefix ‘un’ with ‘contact’, the new term addresses the removal of person-to-person interaction when seeking products and services.
In line with this trend, eBay Korea’s Smile Box, an unmanned delivery box, is gaining in popularity, while ensuring safety and privacy. A recent analysis found that 70% of total Smile Box users are in their 20s and 30s who use it when buying groceries. Smile Boxes are now installed in over 17,000 locations across South Korea, including convenience stores and college dormitories.
More and more millennials are engaging with video content more than any other traditional media platform. YouTube and other video platforms have become a go-to source for receiving information on news, trends and current events. In an initiative to engage and capture attention, as well as attract new buyers, two eBay Korea team members, Emily Kim (Mimi) and Hye Jin Oh (Jini) launched a video series ‘Sho-Al’ (short for all about shopping) in Korean.
Showcasing interesting facts and trends about shopping, their latest video (shown above) focuses on emerging trends, and shows young people choosing items that provide instant self-gratification over price or performance. This reflects the tendency that millennials are likely to spend more money on items that suit their interests or are especially convenient.