QVC, majority-owned by Comcast Corp., Philadelphia, recently moved into more luxurious headquarters in West Chester, Pa., with expansive multiroom studios where shows are shot live 24 hours a day, year round. Its only day off is Christmas, during which the network airs public-service announcements. The key to this success is figuring out what works for QVC's viewers. First, despite selling more sports collectibles and electronics goods of late, QVC is still a bastion for middle-aged women shoppers. So two-hour shows hawking angel figurines or amethyst jewelry anchor the airwaves.
Cleaning products tend to do well.
Golfing products and men's apparel don't. Second, products that demonstrate well likely will sell well. Therefore, good exercise equipment sells. Sometimes a product may lack originality but sells because it's packaged well and rides a trend. To find the hot sellers, both QVC and Home Shopping Network used to rely predominantly on buyers finding products at trade shows or on unsolicited phone calls.