Home shopping

As Teleshopping (german remote shopping, . Engl also home shopping home shopping ) refers to a form of selling the products to the end user via the television will be presented, which he can then order directly. Teleshopping is a form of DRTV ( Direct Response Television, dt Direct -response television).

As a sales form of retailing using the medium of television home shopping is part of the distance selling ( mail order). Consumers are offered to select a product of their choice on television and to order this by phone, fax, online shop or e- mail from a dealer the opportunity. This provides the goods together, keeps them ready for pickup or will deliver. For providers teleshopping has the disadvantage of high returns and a poor distribution images.

In Germany, according to § 2 No. 8 RfStV teleshopping " means direct offers broadcast to the public for the sale of goods or the provision of services, including immovable property, rights and obligations for payment. " The rules on television advertising shall apply to teleshopping, tele-shopping spots and teleshopping windows accordingly (see § § 7, 15, 45 RfStV ). Is legally significant that teleshopping is prohibited in contrast to conventional advertising on public service broadcasting. In addition, must have a minimum length of 15 minutes teleshopping windows according to § 45a para 1 Interstate Broadcasting Agreement.

Concept

Teleshopping works on the principle of the so-called impulse buying. In addition, an attempt is made with interactive elements to achieve customer loyalty. After Stiftung Warentest it is " probably the strange fascination of these television community of customers and moderators who repeat buyers binds to their tele shop. "

In the range selection, the lack of comparability of market prices plays a role by the audience. So everyday items are rarely sold, for which the audience might have an approximate asking price. More often, however, real or perceived innovation (often exclusive) offered for which there is no well-known market price. Also, most items in stock that are just difficult to sell to traditional retail, there is no need is aroused by the mere laying out the goods by the consumer. This will only be created by using a propagandist persuading over a prolonged period to the consumer, as is done in a typical commercial, in order to explain the usefulness of the product. Another typical product group is jewelry, in which a value judgment is impossible for laymen. In the group of beauty products store brands are often sold with real or perceived unique features to achieve this goal.

The sales success of the station plays a (sometimes deliberately promoted by the moderators ) Self- reward effect, and the various other methods of influencing customers as they have historically been developed by quacks and Messepropagandisten a role. ( "He who does not buy now, is your own fault! ", " It is never so low again !")

Economic Importance

In Western Europe, in 2008 there were more than 65 shopping channels that offer in a 24 -hour program goods and products through the TV. With about 40 transmitters UK is Europe's most intense competitive market. In the top-selling teleshopping markets ranking the UK leads with a market value of more than EUR 1.5 billion (2007) ahead of Germany and by a wide margin to the following countries Italy, France and Spain. Is also in per capita sales UK with 25 euros, well above the European average of 12 euros.

A study (2005) of the consulting firm Gold Media on behalf of the channel HSE24 comes to the conclusion that by 2010 sales of more than 1.6 billion euros in Germany is reached. This study is particularly pointed out the positive effects on their suppliers German medium-sized companies, and cites as decisive buying criteria the customer a high quality and service expectations.

In contrast, Stiftung Warentest concludes, in addition to a superior service leave something to be above all the quality of the goods offered left. The promise of a bargain goods are available elsewhere at a cheaper price or better quality usually. The success of the station is to be seen especially in the sense of community that convey the shopping channel, eg if satisfied customers are switched phone live on air. The message was: "We are a great community and we are all doing. Walter Freiwald, former director of moderation in RTL Shop, puts it this way: . He love the job because it is so beautiful human touch ' "

Teleshopping in Germany

With the launch of the German private television in 1984, developed various forms of teleshopping.

On the one hand emerged since 1984, companies that have specialized their products in the form of 15 - to offer or 90sekündigen commercials - to 30 -minute infomercials ( so-called " infomercials " ) or 60. These programs are broadcast in the TV programs of private broadcasters such as Sport 1, Tele 5, Sat.1 or RTL2.

As the first station in the then still relatively young German private television opened on 14 December 1987 by the as a news and information channel self-proclaimed Eureka TV ( the forerunner of today's TV channel ProSieben) the novel teleshopping in collaboration with the mail order source and the tour operator tjaereborg. These new programs were broadcast under the name "Tele market " and "Tele Travel ". In a week earlier published edition of the magazine Der Spiegel competitors SAT.1 and RTL plus reported, meanwhile, that they themselves due to the small number of cable users saw no need for such a format.

Shortly thereafter, however, also launched SAT.1 be factory daily teleshopping windows in the afternoon under the name " SAT.1 Tele- Shop", moderated by Wolf -Dieter Herrmann. The show was aired in the mornings and afternoons with 30 minutes each. In 1990, the program was broadcast each morning at 10 clock and lasted around 30 minutes. Afternoon was a short version of 15 minutes. In 1991, the station this program, which was developed in cooperation with the Otto-Versand, a.

Immediately after its launch teleshopping program at SAT.1, RTL plus in 1990 after pulling and produced the weekday program " Tele- boutique ", each of which start on weekdays by 13 clock and lasted 30 minutes. The shipment was sent immediately before the popular soap operas California communities and Springfield story. It was repeatedly weekdays around 8:30 clock in each case. This sent RTL plus per day, the maximum allowed time 60 minutes teleshopping. Already in the summer of 1990, only 30 minutes and each against 10 clock were sent. In 1991, the program was broadcast by 11 clock.

Tele 5 and its predecessor program musicbox beamed infomercials already from 1988 daily in the morning as part of the TV program " Tele- Bazar " (all 11 clock, length: 30 minutes). The program was discontinued in 1991. In addition, the TV station placed too many infomercials middle of the program, ie between series and feature films, etc. Most even at short notice depending on the frequency of commercial breaks.

1992 disappeared the special teleshopping programs - along with the rise of the private television station. Only those known today infomercials were aired. This practice has not changed until today. To radiate channels like RTL 2 weekdays from 6-9 Clock, Super RTL night of 0-6 clock, cable 1 working day from 7:30-8:30 clock, Tele 5 weekdays from 8-12:30 Clock (weekends much longer ), Sport 1 on weekdays from 11:30-14:30 clock (weekends between 6:45-8:45 clock ), The Fourth almost all day, every day from 19-20 N24 clock, DMAX daily from 7-9 clock and euro Sport daily from 1:30-8:30 clock. The large private programs such as RTL, ProSieben SAT.1 or teleshopping radiate only in their Austria and Switzerland from programs in the mornings.

It was only much later, in 1995, then started an independent TV stations that offer their products or services usually 24 hours a day.

In Germany In 1995, the first shopping channel Home Order Television ( HOT, today HSE24 ) - a joint venture company between the source - shipping and ProSiebenSat.1 Media. The station was first only a license to broadcast in the Nuremberg cable network. A little later allowed H.O.T. also send nationwide via satellite and cable television.

There is also another major station: QVC (since 1996), Channel 21, formerly RTL Shop ( since 2001), 1- 2-3.tv (since 2004), BESTSELLER TV (since 2005, now ceased ), Juwelo TV ( since 2006) and meinTVshop ( since 2008).

The special form of product sales through auctions can be found in addition to 1 -2-3.tv also been in place since 2005 transmitters MEGA \ VISION and Juwelo TV ( formerly Gems TV ). The stations offer a wide assortment: Starting at cosmetics, Vital products, personal care, fashion, jewelery, tools, bedding, kitchen products, multimedia products and cleaning agents, to decorative items and even business concepts.

There are also specialized channels like sonnenklar.TV or Voyages Television ( formerly TV Travel Shop ), which exclusively sell leisure travel ( travel shopping). Other broadcasters, mostly classical private channel, emit teleshopping windows. There either live broadcasts of the above providers run (eg RTL Shop at RTL ) or pre-recorded programs, so-called infomercials, partially synchronized from English, lasting usually 15 to 30 minutes.

History

The origins of teleshopping are in the U.S.. An advertising company could not repay their booked advertising space in a local radio station for lack of funds with funds and so was paid with openers in 1977. The manager of the radio station Lowell Paxson had to find a solution and so he let the moderator Bob Circosta the can opener for $ 9.95 offer the piece on the radio program. All openers were purchased and the idea of teleshopping was born.

The same Lowell Paxson 1982 he founded together with Roy Speer the Home Shopping Channel ( HSC), a regional TV station. Three years later, on 1 July 1985, expanded the transmitter, which now HSN ( Home Shopping Network ) was called, and beamed as the first shopping channel in the entire USA to be program.