The main traditional communication channel for homeshopping in Colombia was television, which was an ideal medium to use for the promotion and selling of products; however, its use has become increasingly selective, causing homeshopping companies to continue losing favour amongst consumers. This has led to “info-commercials”, as they are referred to in Colombia, now being more popular on cable television, low-audience television guides and local channels where advertising targets a niche.
Different markets must find new ways to adapt to changes and innovate their offers. However, some players within homeshopping are struggling to come to terms with changes in technology (such as internet retailing) and new consumer demands, and continued functioning under the same traditional model.
While many types of retailers have been adopting the path of expanding to other channels without losing their essence, homeshopping players appear to be migrating to other channels, and losing their original identity in the process. However, it seems that one of the alternatives for survival is to adopt other channels, contributing to the omnichannel strategy, such as opening physical points-of-sale in shopping centres.
To avoid disappearing within a competitive environment is leading homeshopping companies to expand their range of products by offering their customers different means to purchase beyond television, such as catalogues, internet, telemarketing and points of sale in different shopping centres. In addition, they are creating different companies under the same brand for each channel.
Disseminating the operation of homeshopping companies in different business legal forms, depending on the channel they use, is not only blurring its original offer, but also increasing doubts amongst consumers about its participants and the products they promote or sell through this channel. Reports that one such homeshopping seller who used to commercialise aesthetic procedures, stockings for size reduction, supplements, and gels, among many others, was apprehended for being part of a corruption network that involves fraudulent records with control authorities.
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This industry report originates from Passport, our Retailing market research database.