Dexter Krema is generating north of a billion Won in sales thanks to its group commerce solution with influencers. Given how highly saturated the e-commerce market has become, Dexter Krema’s performance is reason enough for an optimistic outlook in the online distribution sector going forward.
Dexter Krema, a comprehensive advertising agency (Co-CEO: Dong Jin Son, Song Gyeong Woon) and a subsidiary of content specialist company Dexter Studios [206560], announced that sales of VT Cosmetic’s best-seller “Riddle Shot,” which recently took over the beauty industry, sailed past KRW 100 million on “Selteck,” an influencer group purchasing solution. Dexter Krema succeeded in curating customized targets based on data by interfacing the company’s top influencers (also sellers) with a specific brand.
Selteck is a solution that collects and analyzes data generated by an influencer’s interactions with his/her social media followers, such as comments and DMs, in real-time to derive useful insights. At the engagement stage, the influence of each seller is measured and the percentage of customers who can convert is calculated based on the click rate. Then, after the actual purchase stage, sophisticated insights and sales factors are derived based on sales, payment rates, reviews, and repurchase rates. Advanced targeting is possible as well, by utilizing numerous information generated from the customer data platform (CDP) structure flow.
Based on comprehensive data analysis, influencers can sell products optimized for themselves, and brands can establish personalized marketing strategies to increase conversion rates from advertising to commercial success, and therefore maximize sales performance relative to cost.
Dong Jin Son, CEO of Dexter Krema, said, “This success is an example that proves the importance of in-depth market analysis and customized marketing.” He explained, “The key to this technology is to provide a platform that puts influencers directly in touch with consumers. This helps sellers and buyers engage in more authentic interactions by breaking away from traditional advertising methods. Going forward, even regular consumers will be able to become influencers and play a role in driving sales for various brands.”
Meanwhile, Dexter Krema is looking to upgrade the functions available on its influencer group purchasing solution Selteck as an extension of the “hyper-personalized one-stop AI marketing solution” that the company is promoting. The company is also pursuing a joint seller development project with Naver and the Seoul Business Agency (SBA), and it plans to improve the data classification and analysis processes using generative AI.
