Electronic Retailer - June 2011 - (Page 35)

normal distribution curve with your main customer in the middle, and, of course, we have to carry on serving them because they pay the rent. But there are some very interesting wings to that distribution curve of customer, and I think that’s where a lot of the opportunities lie. Have there been any surprises or mistakes that led you somewhere good? There are two big experiments. We always knew they’d be interesting but didn’t bank on their success. First is our partnership with (UK public service TV network) ITV. For years and years, you could get “dark” time for teleshopping or odd hours of airtime from commercial TV channels on cable and satellite, but you couldn’t go near public service commercial broadcasters – it was absolutely forbidden. Last year, the law changed and Ofcom allowed a certain amount of this to happen, and from May onwards we began an experiment with ITV. We’re still learning at this, but it does bring a bigger audience and it does bring a new sort of customer. If you go out and buy a shopping window on a comedy channel or something like that, you’ll have a very niche audience, so your success will depend on whether your product hits their wishes. ITV, Channel4 and Channel5 are much broader because they’re general entertainment channels, so the demographic of who’s watching is much, much broader. It doesn’t come cheap, and it’s a compliance adventure to say the least. More eyeballs mean more scrutiny, and it’s their public service license. It has been a voyage of discovery. We are working to refine it. It’s expensive, but it brings things you don’t expect, and it brings in new customers. What you’d expect a product to perform like on the main channel is completely different to how it performs with that audience. With that you can then look at buying different products, but I don’t think we know enough yet. Second is probably QVC Beauty, running a channel with two staffers. That’s all QVC Beauty takes, the rest is automation. We’ve tried that model here, and it has worked. We’ve tried it in Germany, and it has worked. So I think that’s our biggest recent achievement. What’s in the pipeline now? We need to sort out moving to the new premises in the next year and going HD. There are opportunities to be had with smartphones, and quite frankly there are opportunities to be had with different product lines. QVC is a lot more active internationally, and if you look at Mike George’s statements to Liberty, you’ll know that we’re looking at expanding in several markets at the moment – so that’s taking up quite a bit of time. 518952_a2b.indd 1 June 2011 | electronicRETAILER 3/23/11 5:58:08 PM 35 http://www.a2bf.com

Table of Contents for the Digital Edition of Electronic Retailer - June 2011

Electronic Retailer - June 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
The Evolution of a Global Business
UK Home Shopping Finds Its Niche
Guest Viewpoint
Brendan Condon Wants it All
Managing an Order from Start to Finish
Radio
Legal
Support Services
Fulfillment
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry

Electronic Retailer - June 2011

Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover1)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page Cover2)
Electronic Retailer - June 2011 - Electronic Retailer - June 2011 (Page 3)
Electronic Retailer - June 2011 - Contents (Page 4)
Electronic Retailer - June 2011 - Contents (Page 5)
Electronic Retailer - June 2011 - Contents (Page 6)
Electronic Retailer - June 2011 - Calendar of Events (Page 7)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 8)
Electronic Retailer - June 2011 - Your Association, Your Bottom Line (Page 9)
Electronic Retailer - June 2011 - Industry Reports (Page 10)
Electronic Retailer - June 2011 - Industry Reports (Page 11)
Electronic Retailer - June 2011 - Industry Reports (Page 12)
Electronic Retailer - June 2011 - Industry Reports (Page 13)
Electronic Retailer - June 2011 - FTC Forum (Page 14)
Electronic Retailer - June 2011 - FTC Forum (Page 15)
Electronic Retailer - June 2011 - eMarketer Research (Page 16)
Electronic Retailer - June 2011 - eMarketer Research (Page 17)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 18)
Electronic Retailer - June 2011 - IMS Retail Rankings (Page 19)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 20)
Electronic Retailer - June 2011 - Jordan Whitney’s Top Categories (Page 21)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 22)
Electronic Retailer - June 2011 - Lockard & Wechsler’s Clearance & Price Index (Page 23)
Electronic Retailer - June 2011 - Ask the Expert (Page 24)
Electronic Retailer - June 2011 - Ask the Expert (Page 25)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 26)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 27)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 28)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 29)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 30)
Electronic Retailer - June 2011 - The Evolution of a Global Business (Page 31)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 32)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 33)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 34)
Electronic Retailer - June 2011 - UK Home Shopping Finds Its Niche (Page 35)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 36)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 37)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 38)
Electronic Retailer - June 2011 - Guest Viewpoint (Page 39)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 40)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 41)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 42)
Electronic Retailer - June 2011 - Brendan Condon Wants it All (Page 43)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 44)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 45)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 46)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 47)
Electronic Retailer - June 2011 - Managing an Order from Start to Finish (Page 48)
Electronic Retailer - June 2011 - Radio (Page 49)
Electronic Retailer - June 2011 - Legal (Page 50)
Electronic Retailer - June 2011 - Legal (Page 51)
Electronic Retailer - June 2011 - Support Services (Page 52)
Electronic Retailer - June 2011 - Support Services (Page 53)
Electronic Retailer - June 2011 - Fulfillment (Page 54)
Electronic Retailer - June 2011 - Fulfillment (Page 55)
Electronic Retailer - June 2011 - Member Spotlight (Page 56)
Electronic Retailer - June 2011 - Member Spotlight (Page 57)
Electronic Retailer - June 2011 - Advertiser Spotlight (Page 58)
Electronic Retailer - June 2011 - Advertiser Index (Page 59)
Electronic Retailer - June 2011 - Classifieds (Page 60)
Electronic Retailer - June 2011 - Classifieds (Page 61)
Electronic Retailer - June 2011 - Rick Petry (Page 62)
Electronic Retailer - June 2011 - Rick Petry (Page Cover3)
Electronic Retailer - June 2011 - Rick Petry (Page Cover4)
https://www.nxtbook.com/nxtbooks/naylor/ERAM1012
https://www.nxtbook.com/nxtbooks/naylor/ERAM0912
https://www.nxtbook.com/nxtbooks/naylor/ERAM0812
https://www.nxtbook.com/nxtbooks/naylor/ERAM0712
https://www.nxtbook.com/nxtbooks/naylor/ERAM0612
https://www.nxtbook.com/nxtbooks/naylor/ERAM0512
https://www.nxtbook.com/nxtbooks/naylor/ERAM0412
https://www.nxtbook.com/nxtbooks/naylor/ERAQ2412
https://www.nxtbook.com/nxtbooks/naylor/ERAM0312
https://www.nxtbook.com/nxtbooks/naylor/ERAM0212
https://www.nxtbook.com/nxtbooks/naylor/ERAQ2212
https://www.nxtbook.com/nxtbooks/naylor/ERAM0112
https://www.nxtbook.com/nxtbooks/naylor/ERAM1211
https://www.nxtbook.com/nxtbooks/naylor/ERAM1111
https://www.nxtbook.com/nxtbooks/naylor/ERAM1011
https://www.nxtbook.com/nxtbooks/naylor/ERAM0911
https://www.nxtbook.com/nxtbooks/naylor/ERAM0811
https://www.nxtbook.com/nxtbooks/naylor/ERAM0711
https://www.nxtbook.com/nxtbooks/naylor/ERAM0611
https://www.nxtbook.com/nxtbooks/naylor/ERAM0511
https://www.nxtbook.com/nxtbooks/naylor/ERAM0411
https://www.nxtbookmedia.com