AJ
I think the QVC stalwart will always be there. They seem to get it absolutely right - good quality, alright prices, great customer service, and they have a bit of a community about it nowadays. It helps that they're also backed up by a comprehensive website and some exclusive products which you just can't get anywhere else.
Others, though, I'm not so sure. I'm surprised that Ideal World ever got back up and running again after that fire in 2001. That channel always seems a little tacky, down market and cheap - possibly because of its association with the old home-help type catalogues perhaps? Again, though, they've made a community around their channels - and that seems to be the key perhaps. Engaging with your viewers to give them a reason to watch.
Even Argos couldn't make TV shopping work - although I question why they even bothered when they have a decent website and network of high street stores. The products were the same (aside from the odd TV special price), so you could watch it and then head to the shop to buy it - I'm not really sure how they could measure its success accurately.
A dying sector, perhaps. I think there's some legs in it for the quality players though.
It will be interesting to see whether other shopping channels end up following the same path. They might benefit in the short term from a competitors demise but ultimately I suspect it might be similar to music stores where the whole industry just isn't really relevent at the moment and one by one they will go. I can't see why people would sit through hours of a shopping channel to buy something when they can just go online and probably find it cheaper.
I think the QVC stalwart will always be there. They seem to get it absolutely right - good quality, alright prices, great customer service, and they have a bit of a community about it nowadays. It helps that they're also backed up by a comprehensive website and some exclusive products which you just can't get anywhere else.
Others, though, I'm not so sure. I'm surprised that Ideal World ever got back up and running again after that fire in 2001. That channel always seems a little tacky, down market and cheap - possibly because of its association with the old home-help type catalogues perhaps? Again, though, they've made a community around their channels - and that seems to be the key perhaps. Engaging with your viewers to give them a reason to watch.
Even Argos couldn't make TV shopping work - although I question why they even bothered when they have a decent website and network of high street stores. The products were the same (aside from the odd TV special price), so you could watch it and then head to the shop to buy it - I'm not really sure how they could measure its success accurately.
A dying sector, perhaps. I think there's some legs in it for the quality players though.
Last edited by AJ on 18 April 2014 4:35pm