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매일유업, 11번가와 라이브방송 진행

NSP통신, 박유니 기자, 2020-09-22 10:20 KRD7 R0

#매일유업(005990)

(서울=NSP통신) 박유니 기자 = 매일유업(대표 김선희)은 전문 영상 감독을 초빙해 곡물음료 라방을 진행한다. 촬영을 맡은 심형준 감독은 박재범, 윤미래, 정기고 등 여러 가수의 뮤직비디오 및 TV CF 연출을 맡은 전문가다. 진행자로는 전문 쇼호스트 김채윤과 조정선이 나선다. 각 분야의 전문가와 함께 라방을 제작함으로써 시청 고객의 편의를 높이자는 취지다.

최근 코로나19 확산으로 인해 언택트 소비가 주목받고 있다. 그 중에서도 MZ세대의 각광을 받는 쇼핑 방식은 라이브 커머스 방송, 즉 ‘라방’이다. 라방은 인스타그램, 유튜브, 아프리카TV 등 다양한 플랫폼을 통해 실시간으로 방송을 진행하며 상품을 판매하는 상거래 방식이다.

상품의 특장점과 가격에 중점을 두고 상품을 판매하는 홈쇼핑과 달리, 라방은 시청자가 예능 프로그램을 보듯 재미와 호감을 느끼는 데 중점을 둔다. 단순 판매를 위한 방송이 아니라, 상품에 대한 다양한 콘텐츠를 제공하면서 자연스럽게 구매로 이어질 수 있도록 하는 것이다.

매일두유 4종, 아몬드브리즈 3종 (매일유업 제공)

여러 업계에서 출사표를 낸 만큼, 라방의 수준은 최근 들어 한층 더 진화하고 있다. 방송이 진행되는 동안 시청자 이탈을 막기 위해서는 출연자의 재치나 입담뿐만 아니라 화면의 구성이나 연출 등 기술적인 요소도 중요하기 때문이다. 이를 위해 최근 라방에서는 전문가를 초빙하는 등 방송의 품질을 위해 노력하고 있다.

G03-8236672469

매일유업 라이브방송은 11번가 내 ‘라이브11’ 페이지에서 22일 19시부터 20시까지 한 시간 동안 진행된다. 방송이 진행되는 동안 ‘황민현두유’로 알려진 매일두유 4종, 저칼로리 식물성 음료 아몬드브리즈 3종을 특별한 혜택과 함께 만나볼 수 있다.

당일 라방을 통해 구매한 고객에게는 미니 등신대, 렌티큘러 카드, 그립톡을 비롯한 ‘황민현 굿즈’를 증정한다. 이와 별도로 방송 중 구매한 고객 중 10명을 추첨해 굿즈 세트를 선물한다. 아몬드브리즈를 구매하는 고객에게는 가을 피크닉 아이템으로 인기가 높은 레디백 또는 방수팩을 증정한다.

매일유업 관계자는 “즐겁게 시청할 수 있는 라방이 되도록 전문가와 함께 많은 노력을 기울이고 있다. 추석을 앞두고 온가족이 함께 즐길 수 있는 건강한 곡물음료를 준비했으니, 매일유업과 함께 건강하고 행복한 명절을 보내시기 바란다”고 전했다.