Retailing and Merchandising in Textiles and Appare 3(2+1)
Lesson 09 : Non-Store Retailing
Video shopping
With the growth of cable TV and home computers, the field opened in the early 1980s to video shopping, the ultimate in shop-at- home. Since over a third of all homes in the country are wired for cable TV, and more are being wired all the time, the potential audience for in-home television shopping appears to be vast. Of course, television has long been used as a direct-mail selling tool. Some 3.5 million households receive "Home Shopping Show," a cable-TV program from the Modern Satellite Network. Manufacturers are charge $6,000 for a 10-minute product demonstration that is repeated five times in 35 days. The program airs Monday through Friday. Market experts from Proctor and Gamble, May tag, and Encyclopedia Britannica are among those highly pleased with results of airing their products via this method.
The high cost per sale is still a problem of video shopping. However, as new technologies emerge, video shopping will, undoubtedly, be the wave of the future for direct marketing.
Participants