A Rush of Midnight Orders! The Shop Channel Business Model Captures Customers’ Hearts

Ayane Honda

Shop Channel is a shopping channel that communicates the allure of various products to sell them. Many e-commerce websites require users to search for and purchase products on their own, but Shop Channel is a completely different business model. It thoroughly explains the appeal of products seen by customers for the first time, leading to purchases. Despite the number of households that can view our channel having plateaued, Shop Channel continues to grow sustainably as Japan’s largest shopping channel.

Shop Channel’s contact center for order reception receives an average of 60,000 calls a day, and a single day’s broadcast can sell just over 2.8 billion yen worth of products. There are a few reasons Shop Channel has gained such passionate support from its customers. One reason is our commitment to programming. One broadcast lasts one hour. The CAST (creative advisor of shopping tour) and guests (product developers, manufacturer employees, designers, etc.) take time to share both the products’ appeal and the thoughts of those involved in creating the products. With the aim of flexibly adapting to the customers’ response and providing shopping entertainment, the show is broadcasted live 24/7, 365 days a year.

During the program, information on product sales and inventory is consolidated under the sales producer, who is in charge of the program in the sub-control room. The sales producer gives guidance, such as “recommend colors other than black, too” and “change the product’s position to make it more visible,” and constantly communicates inventory information to the cast. There are also times when customers talk directly with the studio through the phone. This two-way communication that is unique to live broadcasts creates timeliness, a sense of reality, and fun, entertaining moments. We have also received comments from viewers saying that they feel motivated when they turn on the TV late at night to see the cast giving their all. This shows that the customers are noticing the value of live broadcasts.

Personally, before this job, I felt little interest in television shopping, but after joining such an enthusiastic worksite, I became convinced that this was a business with future potential. I think that even my generation, which rarely watches television, would enjoy watching if it had an opportunity to do so. I hope that I will be able to play an active role at the worksite while supporting the challenges of Shop Channel.

Kazuo Fujii

Another appeal of Shop Channel is its assortment of products. The channel introduces approximately 500 products a week, including fashion goods, cosmetics, apparel, home electronics, and food. In recent years, commodities such as trips, cruises, the creation of family trees, and premium photo sessions at photo studios are gathering attention.

These products are selected for their reasonable prices, uniqueness, narrative, timeliness, and scarcity based on Shop Channel’s own criteria to provide customers with surprises and excitement. The charming lineup of Shop Channel, which cannot be seen anywhere else and exceeds customers’ imaginations, is the source of the channel’s fun and joy.

Because customers are unable to try out the products, the cast’s ability to gain the viewers’ appreciation for the products and motivate them to purchase the products within an hour determines revenue. Thus, when choosing products more than half a year before they are presented, the company heavily researches what value the product can provide to the customers. We do not only look at specifications, but we also think about how this will enrich customers’ daily lives and turn it into a television production. Keeping this in mind, the manufacturers, buyers, and production staff thoroughly discuss how to show and communicate the product and share their thoughts with the sales producer, cast, guests, camera crew, and broadcasting staff who come together as one to present the product in real time. That is this job’s appealing point.

No two programs are the same, and each show is a one-time chance. It is precisely because we take this challenge seriously that, when we get a bigger reaction than expected, the staff applaud and the guests are sometimes moved to tears right after the broadcast ends. It is these moments that make the job worth it. I want to continue to work together with the professional staff to devise a way to deliver not only shopping opportunities but also fun and entertaining experiences through live broadcasts.