Star CJ is now Shop CJ; new mobile app launched

The channel has been repositioned as a trendy home-shopping platform.

Last June, Star India sold its 50 per cent share in Star CJ Alive, a JV it had with Korea's CJ O Shopping.

The '24 by 7' home shopping channel has now been renamed Shop CJ. This marks the culmination of a year-long exercise wherein Star phased itself out of the alliance, to focus on its general entertainment and sports channels.

Providence Equity Partners has replaced Star in the venture.

Shop CJ has a new brand identity, logo and tagline - 'Shop a new trend'. The brand has also launched its own mobile app on the Android platform.

Currently, the channel is available on various DTH platforms like Dish TV, Tata Sky, Airtel and Videocon.

The new name has been incorporated across consumer touch-points, including its website, Facebook, Twitter, and other social media platforms.

Shop CJ is looking to position itself as a platform that offers trendy, durable, cost-effective, innovative and customer-friendly products.

Kenny Shin, CEO, Shop CJ Network, says, "Globally, the CJ group is known for its product quality and innovation. Our experience across various countries will (help us) serve Indian consumers with world-class product experience."

Adds N Ramakrishnan, CFO, Shop CJ, "We will be expanding our presence in the East and North-East through physical warehouses."

The company, he says, is looking to improve its warehouse management system, which, in turn, will enhance logistics and back-end services.

About the newly launched app, Donald Kwag, head of marketing, says, "Tremendous growth in the mobile e-commerce industry has encouraged us to offer this service."

Indian consumers, he says, have adopted this medium a lot faster than consumers in other countries have. "We want our consumers to shop exactly as per their convenience," he says.