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INFOMERCIAL, INTERNET AND RETAIL SALES |
Consumers purchase infomercial products either through an 800 number directed to a
telemarketing firm, via the company's website or eventually through retail channels.
Infomercial products are typically sold only through DRTV (direct response television) initially.
A growing percentage of infomercial purchases are now occurring through the Internet.
Infomercial marketers are now reporting that 30-70% of infomercial sales are happening on their
company's website.
This trend has helped lower the telemarketing costs for infomercial marketers, since no
telemarketing cost are incurred with purchases made through the web site.
Successful infomercial products are typically taken to retail after DRTV sales begin to drop off.
In a recent survey of infomercial/DRTV buyers, 37% said they have also purchased a product at retail
after seeing it advertised on TV with an 800 number.
Retail sales for hit infomercial products are typically 5-10 times the TV sales, since only one out
of five consumers purchase products directly through the TV offer.
Retailers are very interested in stocking successful infomercial products in their stores, because
they know that the TV infomercial campaign will drive customers into their stores seeking to
purchase a hit infomercial product.
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