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Getting to 'Yes': Clara Ng on telephones, televisions and omnichannel sales

  • News
  • August 16, 2016
  • Sarah Dunn
Getting to 'Yes': Clara Ng on telephones, televisions and omnichannel sales

Many retailers will not be familiar with television shopping as a channel. Can you explain how your different channels fit together?

TV shopping is hugely popular in the European, American and Asian markets. Yesshop has adopted the Korean home shopping model, which has been proven to be highly successful and well-developed.

Yesshop produces live segments here for New Zealand and Australia, which is a unique format of broadcasting that responds instantly to market demand. From the viewers’ perspective, this enhances the viewing experience compared to viewing the usual canned infomercial content that we often see on television. There’s always a buzz in the studio when we do live segments; the risk of something going awry during live segments is always there and there are no second takes. But we’ve always been confident with the products that we’ve picked, and the chemistry between our hosts and the viewers just makes the whole experience a lot more fun and exciting at the same time.

We’ve heavily invested in our own back office system which integrates back-end platforms - call centre, website and mobile. The in-house call centre operation system ensures our customer service team is aware of what’s being broadcasted, translating to easy and simple ordering experience for the customers.

Is there a strong demand from your customers for omnichannel-style services? If so, what have they been asking for? Is any of that specific to television shopping?

We’ve had customers requesting for more live segments on TV, which tells us that Kiwis do look forward to that fun interaction on traditional TV platforms. That also reiterates the fact that viewers can tell the difference between what we offer and infomercials.

On top of that, we are currently assessing different ways of increasing customer touch-points to respond to customer feedback and enquiries in a timely manner.

There seems to be a lot of customer interaction taking place on your Facebook page. Has anybody ever tried to place an order via social media? If so, how did Yesshop handle it?

We often receive customer enquiries regarding products or vendor enquiries; our customer service and marketing team responds to these questions. If customers request to purchase a product as comments or private message on our Facebook page, the marketing team will redirect the queries to customer services to complete the order.

Our website and shopping app allows users to sign in using their Facebook account. We utilise Facebook’s call to action features to facilitate easy access to particular products or pages when shared. We are constantly looking out for new features or functions to make the shopping experience easier such as integrating some features currently on our website with Facebook.

Is maintaing a presence across as many channels as possible a realistic goal for the New Zealand market, do you think?

We are constantly on the lookout for ways to improve our shopper’s experience. As a TV shopping channel and an online store, part of what makes up the Yesshop experience is the option of watching the segments on TV or online. The freedom and convenience of browsing and making the purchase easily online using smart devices, smart TV and mobile applications are appealing to us.

We currently have a one click payment system called ‘Easy Pay’ where registered customers users can make quick purchases without the hassle of re-entering their payment details after registration. On top of that, we have another app in development which is a simplified smart device application where users can instantly purchase products featured on-screen. We are interested in Smart TV applications where shopping using the remote is possible, however this is only achievable if and when there is consensus amongst other industry players.

This story originally appeared in NZRetail magazine issue 744 June / July 2016

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