Homeshopping recorded another year of decline in current value terms in 2018, as the channel lost out in favour of internet retailing and store-based channels. Value sales from printed catalogues declined whilst TV shopping never fully materialised in the Czech Republic due to low popularity.
Despite the continuous decline of homeshopping as a retailing channel, homeshopping companies are in a unique position to transition into internet retailing. Their logistical experience from homeshopping operations should simplify the transfer into internet retailing, through their own either e-shops or B2B services for aspiring or existing internet retailers.
Over the forecast period, homeshopping is expected to record a substantial decline, as printed catalogues and TV shopping become increasingly rare. Nevertheless, companies in the channel will continue operating as long as they keep up-to-date with the shifts towards internet retailing.
One of the leading homeshopping companies in the Czech Republic, Cemod CZ, rebranded to PackWay. This rebranding signifies the company’s gradual shift from mail order catalogues to internet retailing.
Together with the aforementioned brands under the wings of PackWay, Otto Group’s brands Otto and Bonprix resulted in the GBO leading Czech homeshopping in 2018. Otto Group’s long-standing success in the category is a result of historically strong customer relations and brand loyalty.
The traditional homeshopping company Studio Moderna with its flagship brand Top Shop exemplifies a multichannel strategic approach to the decline of homeshopping. The company established several Top Shop outlets throughout the country, which serve as stores but also as collection points for online or catalogue purchases.
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