Brands in home shopping, which in the past focused on targeting housewives and elderly consumers, now find that they are becoming increasingly irrelevant to young consumers. Younger consumers in New Zealand prefer to browse and shop for products through internet retailing, due to the availability of a wide range of products and the convenience of shopping on-the-go.
Consumers in New Zealand are digital-savvy, and are becoming more accustomed to making purchases online. In line with this trend, internet retailing is expected to become increasingly popular over the forecast period, taking share away from retail channels such as home shopping, in which brands have a low online presence.
Aside from the competition from online retailers, home shopping will also face increased competition from store-based retailers, which over the years have focused on developing omnichannel strategies. Physical retailers recognise the importance of engaging consumers through digital platforms, and have over the years developed solutions to provide consumers with a seamless shopping experience in both their online and offline channels.
In 2018, EziBuy continued to lead home shopping in value terms, ahead of Home Direct, Danoz Direct and Homecare Direct. Similar to other brands in the channel, EziBuy has been experiencing declining value sales.
Due to the strong competition from other retail channels, home shopping continues to be a challenging category for brands. The difficult operating environment led to the exit of Korean home shopping player Yes Shop in late 2016, shortly after entering the New Zealand market in 2015.
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This industry report originates from Passport, our Retailing market research database.