MARKETING: TV SHOPPING CHANNELS
After the shows, the volume of customer calls trebles, with clients requesting the location of spas and salons and more product information
L’OCCITANE “QVC allows for a great relationship between the buyer and the brand,” says Shimon Kalichman, director of marketing and communications at L’Occitane. The consumer and professional product company (see SB12/4 p30) launched on QVC UK in 1999 and on QVC US just a year later. “The multi-channel operation gets our products onto the screens in 26.1 million UK homes and we benefi t from its loyal, 1 million active customs [viewers who bought something in the last year].” Kalichman adds that after a show,
L’Occitane has more customers in its stores and website traffi c goes up. “Viewers are curious about the featured products and want to physically try them or learn more about certain ranges online before making their purchase. “Having worked with QVC for 15 years,
we’ve built up a good understanding of what our customers like and that includes great service, good value off ers and getting hold of new and exclusive products. They particularly love our hand creams – we’ve sold over 1 million 150ml Shea Butter Hand Creams alone on QVC.” Of course TSV collections, which
always feature best-selling products and are great value for money, are a big hit for L’Occitane. One of its most successful was the Christmas 2013 kit containing eight products, one of which was a super- sized (500ml) shower product, in a QVC tote bag. L’Occitane off ered three options of the TSV which sold for £44.97 (US$75, €57) at a discount of 50 per cent. “One kit
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L’Occitane reports more clients in its stores and an increase in web traffi c after a QVC show (left); Andrew Bagley, head of Gatineau UK, is a regular presenter for the brand (right)
sold out at 11am, another at 2pm and the fi nal one at 5pm,” says Alexis Murdoch, who’s been L’Occitane’s presenter on QVC in the UK since it fi rst aired. She was broadcasting on the day of the
Christmas special and says she stuck to her usual selling techniques. “L’Occitane is a joy to sell on air, as we have so many true stories. I tend to talk about my own personal experience with the products too. “It’s very important for us to show
textures, demonstrate how the products behave on the skin and to describe the beautiful smells. It’s quite tricky to do justice to our lovely fragrances on TV, so we also use a graphic of fragrance pyramids with images of ingredients which help to ‘paint a scented picture’.”
GATINEAU “As a professional French skincare brand, we’re understood and in demand in the UK and Italy which is why we have shows on QVC in those countries,” says Kate John, the senior account director for Gatineau UK. The company’s had shows on QVC UK for 18 years and the Christmas TSV alone accounts for 15-20 per cent of the company’s total annual retail sales. Last year, the 2013 TSV included two
super sizes of an anti-ageing night elixir and handcream, plus a regenerating lift cream and lip care product in a large
bag. The total value of the products was £263.28 (US$451, €330) and QVC sold it for just £59.88 (US$103, €75). Gatineau off ers fi ve TSVs a year on
QVC, each of which include four or fi ve items that have been specifi cally chosen to work as part of a skincare routine or to address a certain skincare need. John adds: “QVC drives awareness of
the brand. After the shows, the volume of customer calls trebles, with clients requesting the location of spas and salons and more product information.” Show presenters include Andrew
Bagley, head of Gatineau UK, and training director Michaela Taylor. “They position the story and heritage of our brand, explain our products, research, technology and ingredients,” says John. “They demonstrate how to use the products and their eff ects on the skin, and also off er professional advice. “QVC allows us to educate a really
knowledgeable and savvy customer and to give a level of service and information that’s not traditionally viable in retail. The QVC customer is very engaged, meaning that we get frequent feedback which allows us to focus on their needs and, in turn, helps us to plan for future success.” ●
Katie Barnes is the managing editor of Spa Business magazine Tel: +44 1462 471925 Email: katiebarnes@
spabusiness.com Twitter: @SpaBusinessKB
Read Spa Business online
spabusiness.com/digital Spa Business 3 2014 ©Cybertrek 2014
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