Consumers want an expedited way to purchase and receive items, and if they want to see how something works, they’ll flip to Pinterest or ask their friends on Facebook. Retail channels have switched, and they’ve switched quickly. Nielsen’s study says that “the best way to reach consumers in a world with myriad options is to be the best option,” but how does one do that when the number of competitors grows at almost 6 percent year over year? In 2012, there were 180, and a year later, there were 190. In 2011 there were about 170 channels available per household. The notion of a “limited time offer” seems ironic now in 2016.Īccording to Nielsen, most of us are only watching 17 channels, regardless of the total number of channels available, growing by an average of 10 annually. Certainly the appeal and the following glowed right through the tube, luring in shoppers ready to open their wallets. Sending away to catalogues took much longer, and didn’t have that showman-like quality in real-time. For many years, shopping at home in front of the TV was the only way to shop, well, at home. Over the years presenters have become minor celebrity in their own right, joined for specific products by stars like Marie Osmond, Rachael Ray, Nicole Richie and Lisa Rinna. For context, at around the same time The Cosby Show reigned as the top-rated show in TV with more than 29 million households tuning in. The year that QVC launched, it reached nearly 8 million homes, with the first full year of sales reaching more than $110 million. In fact, the first item QVC ever broadcast and sold, in November 1986, was an $11.49 shower radio (Windsor Shower Companion). I n the mid-late-1980s, the online shopping channel of choice was the television – and QVC one of the granddaddies of what was hailed as “home shopping.” And you could buy some of the same stuff that you can buy today online. Burning the midnight oil by late-night shopping? Consumers are hitting the buy button these days by the light of the computer or smartphone, and not the television.
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