Do Live TV and Web Sales Compete or Complement Each Other?
National Jeweler tackles the question that the DRTV networks have wrestled with for almost a decade now, and in the process reveals the growing share of internet sales among the DRTV networks. Online sales as a percentage of total sales has increased at all four networks in recent years:
At QVC, from 16% to 20% between 2005 and 2007
At SHopNBC, from 21% to 28% during the same period
At HSN, from 31% to 33% between 2006 and 2007
At JTV, from 15% to 18% during the same period
JTV marketing executive Randy Saddler thinks the big question isn’t between live TV and the web, but rather whether “at-home” shopping as an integrated marketing approach — including on-air sales, e-commerce, catalogs and other direct marketing strategies) can win out against brick-and-mortar retailers. National Jeweler Dec. 1, 2008
