Her Magazine is New Zealand’s only women’s business lifestyle magazine! Her Magazine highlights the achievements of successful and rising New Zealand businesswomen. Her Magazine encourages a healthy work/life balance.
Issue link: https://viewer.e-digitaleditions.com/i/97183
Q+A with Alistair Duff Alistair Duff has 25 years broadcasting experience with leading media organisations such as ITV London and Channel 10 Australia. He has worked with Mediaworks over a period of ten years, the last four as Director of Sales, and with TVNZ between 2002 and 2012. Given this experience, Alistair does appear to be a credible source as someone who has seen a gap in the market. Why now to introduce a dedicated shopping channel into the New Zealand market? The launch of the shopping channel is specific to the changing behaviour of consumers globally. The television component is the shop window. The business is based around the online e-commerce platform. Figures from PWC showed that two million New Zealanders purchased online last year with an average spend of $1400. Of the two million New Zealanders, 650,000 purchased product offshore which equates to just under one billion dollars lost to New Zealand and therefore the economy.�� The shopping channel is about providing a platform that provides both international and local unique product, and there is definitely a focus on local product and businesses. Television, online, fulfilment - the shopping channel has combined these facets and created a shopping destination. What goals has the channel set as benchmarks/ targets? E.g. revenue targets, audience targets Because of the uniqueness of launching a shopping channel in New Zealand, there are no historical metrics to provide guidance. The most important factor at launch was that the process of buying to delivery and everything in-between was robust and worked. It has. Attracting an audience was obviously mission critical and initial research has confirmed we have achieved this objective. The pre-promotion campaign on Sky TV and MediaWorks in conjunction with bringing Eva Longoria to New Zealand created the platform, talk-ability and consumer awareness of the channel, therefore potential audience. We are comfortable with where the revenue is sitting and the week to week growth of sales. We are now into our fourth week and all trends are extremely positive. As we head into the Christmas buying period, our expectation is continued growth. How successful has the channel been so far? It has been successful on all levels. It has provided a much needed additional channel to market for many clients, we have been able to sell product that is a little more difficult to sell because it requires demonstration. The range and depth of unique product, both local and international, has provided a greater choice for consumers and people are trusting the shopping channel by buying product. That is really important. How were the presenters chosen? We undertook a casting call for presenters which was attended by over four hundred potential presenters. From this group and a few seasoned professionals our presenting team was chosen. They effectively went into a ten week presenter���s boot- camp to learn the tricks of the trade and prepare themselves for their shopping channel debut.�� www.h e rmagaz in e .co.n z | 41