There are a number of reasons why selling to a shopping channel is different from selling to a department store or catalog or even a website. And so with Christmas approaching, money tight on all fronts and stylish options at a premium, it’s logical to seek out those channels which, for some reason, seem least immune to digital interference – even if you make do with the most patchy Freeview reception – the shopping channels.
A regular presenter on the QVC shopping channel , Dexter’s theme was our ability to influence people to do what we want them to. Not surprisingly, he quoted the famous book by Dale Carnegie, ‘ How to win friends and influence people ‘ and talked about the importance of emotion in the buying process, something we’ve touched upon recently in this blog.
The key messages delivered during the 45-minute TV programs are the product quality and its provenance; the fact it is fresh, not frozen; the fact it is freighted into China as quickly as possible after processing; where the cuts originate on the animal; and some examples of how to cook each cut.
It never shows on TV because they are all so professional and experienced but unlike elsewhere, the hosts at TSC always have to think about 2 or 3 things at the same time, the producers frequently talks to them through their earpieces and there’s countless other distractions that goes on in front of them you wouldn’t believe.
Newer customer engagement technologies, big data, the Internet of Things , and perpetually addressable consumers served through OmniCommerce platforms open up exciting new horizons for shopping channels and consumers to expand beyond traditional TV viewing.