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Multi-media business model
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Teleshopping is based on the live sale of products via various media, above all, of course, the core media television and telephone. HSE24 is a good example of how a TV trading house faces the challenges of the digital future through the integration of state-of-the-art communication channels, thereby offering interaction and best possible service to its customers. In particular, the broadcaster is pleased with the fact that more than 43% of web customers are new customers and 25% of all new customers have been acquired online.
With its multi-media business model, the teleshopping pioneer has achieved the remarkable result of being successful among the target group of so-called »best agers« – the group of customers beyond the age of 50 who cannot be ranked among the first generation of Internet users.
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Fit for Future
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For the TV department store, which has shaped the German teleshopping market on a sustainable basis for more than twelve years now, it is perfectly clear that the »interactive shopping portal« is the shopping model of the future. Missed a programme or a product premiere? Per video on demand library, users can retrieve complete shows at any given time or watch single-product presentations in the original mode: streams offered at www.hse4.de record rising access numbers. Live streams of the current programme alone are accessed an average 60,000 times per month. »This trend is all the more remarkable as the majority of HSE24 customers are older than average Internet users«, emphasises Richard Reitzner, new HSE24 chief executive officer since June 2007.
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Shopping in moving images
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Access to product and order information at any given time is just as an important advantage for customers as convenient display in moving images, which in other shopping
portals is often confined to static photo
material. And for HSE24, this service does not mean any additional expenditure whatsoever, because the moving images are already
available on the server in a digitalised form. Another distribution channel through which the TV department store sets the course for the future is mobile telephones. Thanks to the development of upstream channel compatible technologies, customers have been able to place their orders with HSE24 via mobile phone since spring 2007.
They do so either directly via SMS or via the interactive value-added service Blucom. Customers receive offers from the current sales show on the display of their mobile phones and make their purchase by pressing a button. Or they watch the
offer on TV and can then place their orders via mobile phone on the spot. Via Bluetooth, the corresponding digital blucom satellite receiver transmits product information in addition to the current TV programme onto the
mobile phone. Orders are returned by automatically generated SMS stating customer and
article numbers.
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Webradio 
Web-TV 
