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Editors Desk

THE FUTURE IS ON US - SEIZE IT

By the time you read this article and the other related ones within, TV Mall would have made its debut on Channel 173 on the DSTV bouquet. It was scheduled to go live on 1 June 2018. For suppliers and retailers alike TV Mall offers the most radical, indeed revolutionary alternative to conventional selling and buying of consumer durables. (And many other categories too). It's significance however, lies not in it's alternative appeal, but in it's proven effectiveness worldwide and is set to change the face of buying and selling in South Africa. Exclusive shopping channels are massively successful wherever they have been introduced. And that includes developed and mature markets in America, the UK, Germany, Russia, Australia, China, South Korea and many, many others. As we detail within these pages, South Africa is finally embracing this new (for us) - and here to stay - concept.

Why do we say this? TV Mall is no 'get rich quick' scheme for its owners. The mind boggling infrastructure costs involved in setting up such a venture prohibit any such easy judgment. HGR was invited to visit their offices and state of the art TV studios in Houghton some weeks ago by CEO and partner Nicky Fintz. We had not expected such a development. Certainly beyond our limited comprehension. The scale, the ambition, the investments in technology and people left us in no doubt whatsoever that TV Mall is here to stay. Many tens of millions of rands have been invested and it was clear to us that this was no hit or miss operation.. Fintz knows exactly what he is doing and what has to be done to ensure success. He has enlisted the help of perhaps the best known global expert in this field, Budd Margolis, an American long resident in the UK and who has been responsible for introducing and implementing home shopping channels all over the world. Every one hugely successful and all growing. And the reason, Margolis states baldly, is that it works. And he has the statistics to prove it. Neither Fintz nor Margolis have the slightest shred of doubt that TV Mall would repeat the success of similar global ventures around the world. It is not a question of IF but WHEN - is Nicky Fintz's casually confident assertion.

And according to Messrs Fintz & Margolis, they cannot envisage a brand or product or service which when exposed and demonstrated on TV Mall's Channel 173 not taking off. It encourages direct sales, viewer participation and immediate action. Furthermore it demonstrates to the retailer clear evidence of a product's desirability. No gambling, no guessing! And for suppliers, a godsend. No more hugely expensive marketing budgets - TV Mall offers extremely competitive rates - and for those bold suppliers that jump in, that expense can be measured for success almost immediately.

TV Mall is a slick and professional operation and no fly by night enterprise. It will initially be live for six hours with the balance of 18 hours taken up by recordings. It is the converse in the UK with 18 hours live and six hours recordings. And inevitably in the USA it is live for 24 hours of every day.. As Nicky Fintz concluded: "Once suppliers fully realise the astonishing success of exposure on our channel we wil be live for many more hours."

A fuller story and further details on Page 4...

Ian Hughes - Editor


About HGR


As South Africa's leading independent retail publication, Home Goods Retailer seeks above all else to improve communication between the retailer and his supplier, because with successful communication both suppliers and retailers will achieve a far greater understanding of each other's needs, problems and the market in general.

Our editorial includes the people and personalities of the trade, hard news, both domestic and overseas, new products, services, developments and trends and regular product spotlights (advertorials). All of this is calculated to assist sales people, buyers and merchandisers to keep abreast of what is available in the local market, and to make informed decisions. 4500 copies of HGR are circulated monthly on a controlled basis to all retail outlets involved in the retailing of lounge, bedroom and dining room furniture, beds and bedding, major and small appliances, audio/visual equipment, selected hardware and home office furniture and equipment.

The distribution is national and also includes selected outlets in Botswana, Namibia, Lesotho, Swaziland, Zimbabwe and East Africa.

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