With everything changing so fast and the boundaries between industries collapsing, the beauty industry is reaching customers with greater appeal than ever before with convenient new services powered by digital technology. We paid a visit to AMOREPACIFIC's Digital Division on its journey to digital innovation for the fast delivery of AMOREPACIFIC's unique original services and value to customers.

With e-commerce and technology bringing the world closer, people's consumption patterns have changed. Technology developments and changing consumer needs are driving companies into two camps: winners that continually innovate – or failures. Digital technology and mobile provide companies with key competitive advantages.
"There was a clear boundary between online and offline shopping. In the past, customers either used their computer or come to stores to make a purchase. But with the advent of mobile shopping, customers can now buy things while moving around. It's no longer a question of the mode of shopping – online or offline – but of how easily and conveniently customers can buy what they want. The role of the Digital Division is to create singular customer value that only AMOREPACIFIC can provide through different channels, while also offering the best service that fulfils customers' needs and wants. We need to keep up to date with the latest beauty and digital trends in order to be responsive to the market changes."

Lee Min-kyu, Digital Division Lead, places particular emphasis on the importance of anticipative response and differentiated services. Composed of 9 teams, the Digital Division manages the home shopping and online channels directly managed by AMOREPACIFIC and its shops exclusive to large online retailers. It also supports global and ASEAN e-commerce and manages new growth channels, for example drug stores and AMOREPACIFIC brands. As digital channels should be available to customers 24/7, all members of the Digital Division are always at the ready. They keep their eyes and ears open for the advent of new media-commerce combined channels ranging from t-commerce using IPTV and IoT (Internet of Things) in addition to the main digital channels such as mobile devices, PC and TV.
The Digital Division is armed with a pioneering spirit to take a Test & Learn approach to everything they do. As making a decision based on time-consuming analysis in the midst of market changes can sometimes be too late, the Division acts quickly, showing the kind of initiative and drive that it takes to win.
"The Digital Division has three slogans: First, explore the digital DNA to create singularity for AMOREPACIFIC. Second, create customer value by strengthening the digital retail capability. Third, nurture and encourage creative master artisans for digital leadership sales. We try to think and work creatively. Our goal is to help customers realize that not only that the products and services of AMOREPACIFIC are good, but that there is absolutely nothing similar to them."

The advent of new digital channels demands new sales strategies. AMOREPACIFIC Mall adopted an intuitive UI design suited for the small screen of mobile devices to make it more convenient and easier for customers to find the products they want. It offers a personalized service by analyzing data based on their search records to show the products that they would want and make recommendations.
It has launched brands exclusively available online and it makes full use of the latest trends in t-commerce. As part of its Test & Learn strategy, it started Internet broadcasting in April.
"We try new things in order to innovate, rather than chasing short-term sales. This approach reflects our frontier spirit of exploring the unexplored world. The Digital Division adopts and implements strategies with a strong sense of vocation for writing new chapters in the history of the manufacturing industry. Media innovations ensure that both customers and companies have the information they need. Today, customers are very often one step ahead of companies in terms of acquiring information. In order to maintain market leadership in the ever changing world, we have to build on our frontier spirit and foresight."

The digital age blurs not only the line between online and offline, but also the boundary between countries. The Digital Division began the shopping service for Chinese customers in the second half of last year. Some household item brands were introduced through the service to meet the rising level of demand in the Chinese market. They would take time to gain recognition in China as they're new to Chinese customers, but it's still a good chance to learn customer preferences and get insight into likely impact on advertising when they later step into the Chinese market.
When the exclusive digital brand VERITE and the beauty tool maker makeON are doing a great job keeping up with the latest trends through drug stores, their new growth channel. makeON provides hands-on experience of products to boost online sales. In other words, it strengthens online and offline stores while at the same time making up for any weakness by offering customers a more convenient shopping experience.
"In the digital age, everything revolves around mobile. The latest O2O (Online to Offline) and FinTech (Financial Technology) are based on mobile. And we continue to learn and incorporate mobile trends into our work."

In the beginning of 2016, the Digital Division resolved to take a leap forward. It's now strengthening its retail capability and studying mobile technology, while developing new products that target the global market and the home shopping channel. Moreover, it conducts in-depth discussion and research into IoT, which will advance and grow in the near future.
"The developments of the smart watch, driverless car and solar battery car are somewhat related to our work because as the lifestyle of customers changes with the advancement of mobile and Internet technologies, their consumption of beauty products can also change. We live in an age where the contents market is led by the world's first online book seller Amazon and Netflix, which started out as a DVD-by-mail service. We have to break down the boundaries in order to grow further."
People with foresight and new ideas for a promising future. They're active in trying something new and bringing about digital innovation. They never stop challenging themselves. They're the people of the Digital Division who are working fast and smart again today to prepare for a better future tomorrow.