QVC showcases benefits of product presentation

DSN Retailing Today, March 28, 2005 by Mike Duff

Developing secondary space can benefit retailers selling small electrics and other feature-driven items as well as vendors.

Ken O'Brien, director of home merchandising at QVC, said the range of products it can present both in broadcast and on its Web site, and the various methods it has to present product information--even streaming demonstrations online--provide an edge.

"One of the strengths about QVC, and why a lot of manufacturers will give us exclusive and high-end products is because we can speak to the features and benefits, and we can really demonstrate that product and educate the customers," he said. "That's why, I think, our best-selling vacuums are Oreck vacuums. The average vacuum is probably a $90 item in the market. Our average vacuum sells for about $330.

"The reason we can do that is we can explain the features and benefits and why you would want to have an Oreck. We tend to sell the product in practical ways that will impress the customer, not lifting cars with the suction of a vacuum. We demonstrate practical solutions that are beneficial to the customer."