QVC HSN merger
Tom Dougherty, CEO – Stealing Share
10 July 2017
QVC HSN to merge, to what effect?
Another fallout from Amazon’s continued retail dominance. One that never occurred to me. The home shopping networks, QVC and Home Shopping Network (HSN).
In reaction to sagging sales, the two brands are merging in a $2.1 billion deal. They hope the combined effort will cut their costs, strengthen their focus and join in the fight with greater assets.
“Amazon has, frankly, taken over. Not that there aren’t places for other retailers in this space. Even the brick and mortar retailers have their place, if they’d just join the current century.”
Good effing luck.
Amazon has, frankly, taken over. Not that there aren’t places for other retailers in this space. Even the brick and mortar retailers have their place, if they’d just join the current century.
But e-retail dominates. That’s why Walmart purchases Jet, an e-commerce site that gives the retail giant some teeth in the online war with Amazon.
QVC and HSN will remain, but their relevance may not
But what about QVC and HSN? I guess I never really considered them because I don’t use them. Even though Lori Greiner, one of the judges on a favorite of mine, Shark Tank, is called the Queen of QVC. She pitches participants on the idea that she can get their products on TV.
Shopping on those networks is making an impulse buy. It’s a different model than Amazon. On Amazon, you either browse (looking for a gift, maybe) or you know exactly what you want and find it. Lickety-split.
Does the rise of e-commerce spell doom for the merged QVC HSN? No, because the model is so completely different. However, consumer practices are changing. And they are reflected in the numbers.
HSN’s sales declined 3% last year. And QVC isn’t seeing any spikes either.
At the moment, the networks remain stand-alone brands. But I don’t expect that to last very long. In fact, the only way QVC and HSN can thrive is by becoming a more meaningful brand in this new retail world.
Both are now defined by a process. (The name Home Shopping Network is a definition of a process.) The newly merged company must define itself by its customer. Who are these people? And how do they define themselves when using this brand?
If the newly merged company doesn’t define itself that way. Then just let Amazon kill another retail sector…leaving those networks to wonder what the hell happened.
Brand Purpose Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...
Retail market changes Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...
Burger King marketing Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...