Homeshopping sales have benefited from the lockdown because although this sales channel is very small in Peru compared to others (only larger than vending), it experienced significant growth in 2020. This was because of the obligation to be at home to avoid contagion, during which time people spent watching TV and were much more heavily exposed to advertising.
Consumer health homeshopping was not only the most important category in this channel before the pandemic, but it also experienced the strongest growth during the period of confinement and mobility restrictions, thanks to the good reception of products for exercising at home such as electric treadmills, exercise bikes, abdominal machines and passive gymnastics equipment. This good reception was also in line with the tendency to take care of the health, especially during the pandemic in which the factors for consideration around good health were highlighted, including exercising at home.
The leader in homeshopping in Peru, Quality Products, also incorporated technology into its business model. In addition to its telephone sales boosted through advertising on television, it now also has a website with its own e-commerce infrastructure.
It is expected that homeshopping sales will continue to grow over the forecast period but at a lower rate. After a high point in 2021, they will gradually decrease as some people will continue to work and study from home despite an easing of some restrictions.
The trend towards health care is set to continue therefore it will be necessary to offer an adequate selection of products through homeshopping as it is likely that the high demand of these products will generate strong competition between the different channels. While competition is already intensifying, in the context of the pandemic, sales aimed at a captive audience contributed to better receptivity, which is unlikely to be maintained when normal activities resume.
Incorporation of digital channels in homeshopping sales will help its development, because in a world where omnichannel strategies are a global phenomenon, it will be important to modernise the traditional ways of selling and migrate towards concepts that adapt to the customer's requirements. The recent activities of leading player Quality Products to incorporate technology, and especially e-commerce into its way of selling, will enable it to reach its customers in different ways and expand its customer base.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.See All of Our Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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