Homeshopping operators have not been able to fix their biggest problem, which is a lack of trust in the channel itself and the sales methods applied. Most homeshopping companies report declining overall sales, as general interest in their products diminishes and the competitive threat from other store-based retailers and internet retailing stays strong.
Although catalogues, and also leaflets left in post boxes, are still popular, they are overexposed. Wastage is relatively high, and these methods are mostly used by store-based retailers to announce weekly sales, not to order products directly from these booklets.
Homeshopping companies always suffered from the negative image of expensive products promoted in advertisements with overstated superiority claims. Furthermore, customers were often disappointed during usage as some products failed to meet the high expectations resulting from marketing materials.
Telemarketing International, known for its WS Teleshop brand, morphed into a multichannel retailer and used Mediashop as a new umbrella brand name to promote itself. In addition to its retail outlets and website that have been running for several years, the company teamed up with other store-based retailers to place products in-store.
Tarsago Magyarorszag has managed the Reader’s Digest brand and its related portfolio since 2014, when Reader’s Digest Association licensed its Hungarian operations to Tarsago Media Group as part of its global restructuring. The long-term decline in sales of media products and the closing down of Reader’s Digest, the flagship monthly magazine, negatively impacted the size of the potential customer base, who were mostly reached through direct mail attached to the magazine.
The bankruptcy of Bakker Hilegom BV impacted its Hungarian operation as well as in other countries, and Bakker Holland Hungary officially suspended delivering orders as of February 2018. There were also a number of consumer complaints about earlier orders, including lagging deliveries and bad-quality products, and these were the signs of a forthcoming closure.
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