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MARKETING: TV SHOPPING CHANNELS


Guiding consumers on how to use products is key and QVC sees a spike in calls when it educates customers


ELEMIS On 17 November last year, Elemis sold £4m (US$6.9m, €5m) on its TSV over 28 hours, including eight hours of live shows. It’s the best result Elemis has had in its 20 years on the channel. The six Piece Face & Body Indulgence Collection included a full size (290ml) Jasmine & Rose Milk Bath, a product launch for that day, along with five other Elemis hero items. The collection was sold for £39.96 (US$67, €50)) and was worth £120 (US$201, €151) at full value. In total, 105,000 units were sold. “We plan our TSVs up to 12 months


in advance to maximise exposure and to economise on buying ingredients, packaging, freighting and posting,” says Kate Minty, Elemis’ head of global TV commerce. “To be successful on QVC, you have to invest in personnel and stock and really plan for the long term.” But just how can Elemis afford to offer


a deal with a such a big discount? “It’s the volume of sale,” says Minty. “QVC will commit to selling a certain number of units and it has the buying power to purchase thousands of products at a time.” Minty says here’s no science in picking


what product to include “because if you start doing that you’ll [always] deliver the same thing and become predictable”.


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Elemis sold £4m on a special value deal in 2013 – its best result. Elemis presenter therapist Keeley Aydin (above) has a strong following


But QVC does expect vendors to deliver something unique. “Sometimes we’ll develop special sizes or put a different combination of products in a collection,” says Minty. Plus, there’s usually only one full size product, so that customers are enticed to buy more when items run out. Keeley Aydin, who’s been presenting


Elemis on QVC for 13 years – and a therapist for 21 years – says guiding viewers on how to use the products is key to selling. “We see a spike in calls when we educate customers,” she says. While there isn’t a script, Aydin repeats key words and phrases throughout the


show including: ‘British’, ‘spa brand’, ‘finest ingredients combined with the latest technology’ and ‘results driven’. She may mention the opening of a new


spa, or a map will indicate where Elemis facilities are – all of which helps to drive custom to bricks and mortar businesses too. There’s clear evidence that footfall and sales at Elemis rise by 20 per cent when- ever there’s a show on QVC. “I have my own day spa in the UK and 80 per cent of my customers have come to me via QVC,” says Aydin. “Sixty per cent of my turnover is from retail products. If I know there’s a TSV coming up, I’ll offer treatments that use products that weren’t included in it to encourage more sales. There’s no reason why other operators couldn’t use QVC as a tool to increase revenue too.”


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