Teleshopping

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This article or paragraph presents the situation in Germany . Help us to describe the situation in other countries.

As teleshopping ( Engl. Remote shopping ; and home shopping . Engl shopping at home ) is defined as a form of sale in which the end-user products are presented on television, which he can then purchased. Teleshopping is a form of DRTV (Direct Response Television, German direct response television).

As a form of retail sales using the medium of television, teleshopping is part of distance selling (mail order). The consumer is offered the opportunity to choose a product of his choice on television and order it from a dealer by phone, fax, online shop or email. They put the goods together, hold them ready for collection or take care of delivery. For providers, teleshopping has the disadvantage of high returns and a poor sales image.

In Germany, according to Section 2, Paragraph 2, No. 10 of the RfStV Teleshopping, “the broadcast of direct offers to the public for the sale of goods or the provision of services, including immovable property, rights and obligations against payment.” The regulations on television advertising apply to Teleshopping, teleshopping spots and teleshopping window accordingly (cf. §§ 7, 15, 45 RfStV). What is legally significant is that, in contrast to conventional advertising on public broadcasting, teleshopping is prohibited. In addition, teleshopping windows must be at least 15 minutes long in accordance with Section 45a (1) RStV.

concept

Teleshopping works on the principle of so-called impulse purchases . In addition, an attempt is made to achieve customer loyalty with interactive elements . According to Stiftung Warentest , it is "probably the strange fascination of this television community of customers and moderators that binds regular buyers to their teleshop."

The lack of comparability of market prices by viewers plays a role in the selection of the range . For example, everyday items are rarely sold for which viewers could have an approximate asking price. On the other hand, real or supposed innovations (often exclusive) for which there is no generally known market price are more frequently offered. Also, there are mostly articles in the range that are difficult to sell through traditional retailers , since simply displaying the goods does not arouse consumer demand. This is only created when a propagandist talks to the consumer for a longer time than is the case in a typical commercial in order to explain the benefits of the product. Another typical product group is jewelry , which is impossible for laypeople to evaluate. In the group of cosmetic products, own brands with real or supposed unique selling points are often sold in order to achieve this goal.

A self-reward effect (sometimes deliberately promoted by the moderators) as well as the various other methods of influencing customers, as historically developed by barkers and trade fair propagandists, also play a role in the sales success of the stations. (" If you don't buy now, it's your own fault! ", " It will never be so cheap again! ")

Teleshopping in Germany

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

On the one hand, companies have emerged since 1984 that have specialized in offering their products in the form of 15 to 30-minute long-term commercials (so-called " infomercials ") or 60 or 90-second commercials. These programs are broadcast in the TV programs of private channels such as Sport1 , Tele 5 , Sat.1 or RTL II .

As the first broadcaster on German private television, which was still relatively young at the time, Eureka TV, self-proclaimed as a news and information channel (the forerunner of today's ProSieben channel) opened the new type of teleshopping in cooperation with the mail order company Quelle and the tour operator Tjaereborg . These new programs were broadcast under the names "Telemarkt" and "Telereisen". In the issue of Der Spiegel magazine published a week earlier, competitors SAT.1 and RTL plus stated that they saw no need even for such a format due to the small number of cable users.

Shortly afterwards, however, SAT.1 also started its weekday teleshopping window in the afternoon under the name "SAT.1 Tele-Shop", moderated by Wolf-Dieter Herrmann . The program was broadcast in the mornings and afternoons, each lasting 30 minutes. In 1990 the program was broadcast in the mornings around 10 a.m. and lasted around 30 minutes. A short version of 15 minutes ran in the afternoon. In 1991, the broadcaster discontinued this program, which was created in cooperation with Otto-Versand .

Immediately after the teleshopping program started broadcasting on SAT.1, RTL plus followed suit in 1990 and produced the weekday program "Tele-Boutique", which started at 1 pm on weekdays and lasted 30 minutes. The show was broadcast immediately before the popular soap operas California Clan and Springfield Story . It was repeated on weekdays at around 8:30 a.m. With this, RTL plus broadcast the maximum 60 minutes of teleshopping advertising allowed at the time. As early as the summer of 1990, only 30 minutes were broadcast around 10 a.m. In 1991 the program ran at 11 a.m.

Tele 5 and the predecessor program musicbox broadcast infomercials as early as 1988 as part of the TV program "Tele-Bazar" daily in the morning (11 am each time, length: 30 minutes). The broadcast was discontinued in 1991. In addition, the TV station also placed many infomercials in the middle of the program, i.e. between series and feature films, etc. Usually even at short notice based on the occupancy of the advertising islands.

In 1992 the special teleshopping programs disappeared - along with the upswing of private television stations. Only the infomercials known today were broadcast. Nothing has changed in this practice to this day. Channels such as Super RTL broadcast at night from midnight to 6 a.m., Kabel 1 on workdays from 7:30 a.m. to 8:30 a.m., Tele 5 on workdays from 8 a.m. to 2 p.m. (significantly longer on weekends), Sport1 on workdays from 6 a.m. to 8 a.m.: 30 and 11:30 a.m. to 3 p.m. (on weekends between 6 a.m. and 9 a.m.), Welt daily from 7 p.m. to 8 p.m., DMAX daily from 7 a.m. to 9 a.m. and Eurosport daily from 1:30 a.m. to 8:30 a.m. The large private programs such as RTL , SAT.1 or ProSieben only broadcast teleshopping in their Austria and Switzerland programs in the mornings.

It was not until much later, in 1995 , that independent TV stations started offering their products or services mostly 24 hours a day.

The first pure teleshopping broadcaster Home Order Television (HOT, today HSE24 ) began in Germany in 1995 - a joint venture between Quelle-Versand and ProSiebenSat.1 Media . Initially, the station only received a license to broadcast on the Nuremberg cable network. A little later, HOT was also allowed to broadcast nationwide via satellite and cable TV .

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

In addition to 1-2-3.tv , the special form of product sales via auctions can also be found in the channels MEGA \ VISION and Juwelo TV (formerly Gems TV), which have been in existence since 2005 . The channels offer a wide range of products: starting with cosmetics, vital products, body care, fashion, jewelry, tools, bedding, kitchen products, multimedia items and cleaning products, right up to decorative items and even business concepts.

There are also specialized broadcasters such as sonnenklar.TV or Voyages Television (formerly TV Travel Shop ), which only sell holiday travel (travel shopping). Other channels, mostly classic private channels, broadcast teleshopping windows. Either live programs from the aforementioned providers (e.g. RTL Shop at RTL) or pre-produced programs, so-called infomercials , partly synchronized from English, which usually last 15 to 30 minutes, run there.

reception

A study by the consulting company Goldmedia on behalf of the broadcaster HSE24 in 2005 particularly highlights the positive effects on the supplying German medium-sized companies and names high quality and service expectations as the decisive purchase criteria of customers.

On the other hand, Stiftung Warentest draws the conclusion that in addition to exemplary service, the quality of the goods on offer leaves much to be desired. The goods advertised as bargains are usually available elsewhere at a lower price or in better quality. The success of the channels can be seen above all in the sense of community that the shopping channels convey when z. B. satisfied customers can be switched live on the phone. The message is: “We are a big community and we are all in a good mood. Walter Freiwald , former director of moderation at RTL Shop, puts it this way: He loves the job because it 'makes people so beautiful'. "

Current broadcast times in German-speaking countries

Channel time Broadcast period
HSE24 24 hours 24 hours
Channel 21
1-2-3.tv
Sonnenklar.TV
QVC Germany
Mediashop
pearl.tv
Sport1 15 hours morning, afternoon, night
Anixe 10 hours during the day
DMAX 2.5 hours morning
Pulse 4 7 hours
Tele 5 mornings & afternoons
RiC at night
Super RTL 5-6 hours
Disney Channel
ATV at night & in the morning

Former stations in German-speaking countries

Channel time Broadcast period Hiring year
tm3 11 hours at night, in the morning, in the afternoon 2019

German teleshopping channels

Teleshopping and home shopping in Europe

Declining per capita sales

In 2008, there were more than 65 shopping channels in Western Europe offering goods and products on television in a 24-hour program. With around 40 channels, Great Britain was Europe's most competitive market. In the ranking of the teleshopping markets with the highest turnover, Great Britain led in 2007 with a market volume of around 1.5 billion euros, ahead of Germany and by a large margin Italy, France and Spain. Great Britain's per capita sales in 2007 were also € 25, well above the Western European average of € 12. In 2017, the Electronic Retailing Association (ERA Europe) published an analysis of developments in home shopping in ten European countries: Germany, France, Great Britain, Italy, the Netherlands, Austria, Russia, Spain, Sweden and Switzerland. According to this, the providers in these ten countries achieved a total of around 4.8 billion euros in sales in 2016. The average annual home shopping turnover per inhabitant in the European core markets was 9.20 euros in 2016. Germany led the way in 2016 with 23.40 euros, followed by Great Britain. Thus, the non-inflation-adjusted per capita sales decreased by almost 25% compared to 2007 within around ten years. The ERA study also shows that the home shopping industry in the countries examined had around 15,000 employees at the end of 2016. This also includes those who work indirectly, such as employees in call centers.

history

Teleshopping has its origins in the USA . In 1977, an advertising company was unable to pay for its booked advertising space on a local radio station due to a lack of funds and so they paid for with can openers. The administrator of the radio station Lowell Paxson had to find a solution, so he let the presenter Bob Circosta offer the can opener for $ 9.95 a piece on the radio program. All can openers were bought and the idea of ​​teleshopping was born.

The same Lowell Paxson founded the Home Shopping Channel (HSC), a regional television station , with Roy Speer in 1982 . Three years later, on July 1, 1985 , the station, which was now called HSN ( Home Shopping Network ), expanded and was the first shopping channel to broadcast its programs throughout the United States. From 2016 to 2017 there was Gun TV, a US teleshopping channel through which US citizens could order weapons, which customers could then pick up from licensed arms dealers, provided they passed the security check.

Individual evidence

  1. ↑ Teleshopping in Gabler Wirtschaftslexikon , accessed on December 1, 2010.
  2. ↑ a b Stiftung Warentest: Teleshopping: Only the service is right In: test 7/2007
  3. ↑ DWDL de GmbH: tm3: operator condemned, broadcasting is stopped. Retrieved October 31, 2019 .
  4. ↑ This information comes from the study "TV Shopping in Europe" (2008) by the consulting companies Goldmedia (Berlin) and Screen Digest (London)
  5. ↑ ERA Europe study Home Shopping in Europe 2017
  6. ^ The Washington Times http://www.washingtontimes.com : Gun sales head to home shopping channel. Retrieved May 28, 2020 (American English).
  7. ↑ Gun TV: home shopping channel aims to sell weapons to viewers. December 2, 2015, accessed May 28, 2020 .

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