As Teleshopping (English remote buying; also Homeshopping English at home buy) designate one a sales form, with which products are presented to the final consumer over the television, which he can order then directly by telephone. Teleshopping is a form of the DRTV (Direct Response Television, dt. direct reaction television). Further also on-line Shops belong to the Teleshopping sector.

History

The origins of the Teleshoppings lie in the USA. An advertising company could not settle their booked advertising place in a local Radiosender from shortage of money in the year 1977 with financial means and with can-openers was in such a way paid. The manager of the Radiosenders Lowell Paxson had to find a solution and let thus he the moderator Bob Circosta the can-openers for $9,95 the piece in the radio program offer. All can-openers were bought and the Teleshopping idea were born.

The same Lowell Paxson created 1982 together with Roy Speer the Home Shopping club, a regional television station. , The transmitter, which was called now HSN (Home Shopping network), expanded three years after, on 1 July 1985 and radiated as the first Shopping channel in the entire USA its program.

Teleshopping in Germany

In Germany the first Teleshopping transmitter H.O.T started. (today HSE24), a daughter of Home Shopping network, 1995. Besides there are still three further large transmitters: QVC (since 1996), RTL Shop (since 2001), 1-2-3.tv (since 2004) and BEST-SELLER TV (since 2005). The special form of the product sales over auctions is beside 1-2-3.tv also with since 2005 existing transmitters the MEGA \ to VISION and offering box.

The transmitters offer a widespread assortment: Beginning with Kosmetik, vital products, hygiene, mode, over decoration, tool, bed goods, kitchen products, Multimedia articles and finery means up to decoration articles and even business concepts.

Besides there are transmitters also specialized like sun clear TV or TV Travel Shop, which sell excluding vacation trips (Reiseshopping).

Other transmitters, usually classical private stations, radiate Teleshopping windows. There either Live-Sendungen of the aforementioned offerers (e.g. RTL Shop with RTL) run or before-produced transmissions, Infomercials so mentioned, partly synchronizes from the English, which last mostly 15 to 30 minutes.

Concept

Teleshopping functions according to the principle of the impulse buyings in such a way specified. Beyond that is tried to reach with interactive elements customer connection.

With the assortment selection the comparability lacking of market prices plays a role by the spectators. Thus articles of the daily need are sold rarely, for which the spectators could have an approximate price conception. More frequently against it genuine or alleged innovations (often exclusive) are offered, for which there is no well-known market price. A further typical product group is decoration, for which for laymen a value evaluation is impossible. To reach at the group of the Kosmetikprodukten frequently self-marks with genuine or alleged however position characteristics sold around this goal.

With sales successes of the transmitters also (sometimes consciously by the moderators more promoted) a self reward effect, as well as the different other methods of the customer influence play like it by Marktschreiern and fair propagandists were historically already developed, a role.

Economic meaning

A study (2005) of the consulting firm Goldmedia on behalf the transmitter HSE24 comes to the result that until 2010 a sales volume is reached of more than 1.6 billion euro in Germany. This study particularly puts the positive effects out on the supplying German medium-size enterprises and calls as crucial purchase criteria of the customers a high quality and service expectation.

Related links

• Goldmedia study about Teleshopping from the year 2005 (on-line only summary available)

Articles in category "Teleshopping"

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