Unsurprisingly, the growth of internet retailing in Norway is heavily impacting homeshopping, which is increasingly being seen as an outdated concept. At root level, the two concepts are relatively similar.
Homeshopping customers of all ages are increasingly migrating to the internet. However, businesses are doing it too, maybe at an even faster rate.
Due to a longstanding tradition, apparel and footwear is expected to remain the largest category in homeshopping in Norway over the forecast period. Habits are entrenched and for some flipping through the pages of a catalogue is still a better way to browse.
The Swedish company H&M Hennes & Mauritz enjoys a good reputation in Norway, hence its leading position in homeshopping. While all of its non-store marketing activities are focused on its online platform, it is still possible to place an order by phone, with the company not wanting to lose older customers who do not want to switch to or do not like internet retailing.
Collectors’ items such as coins, medals and stamps are often still bought by consumers after flicking through the pages of a paper catalogue or responding to an advertisement in a newspaper or magazine. While Samlerhuset, the leading player in this niche in Norway, has developed a well-functioning online store, the first thing one notices on its webpage is its telephone number.
The French company La Redoute exited the homeshopping channel in Norway in mid-2017 due to falling profits as a result of the strength of internet retailing. However, La Redoute’s products are still available both online and through the homeshopping channel under the Ellos banner, which now offers more than 400 brands.
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This industry report originates from Passport, our Retailing market research database.