DRTV IN RETAIL
Retail Resurgence
BY PATRICK CAULEY
When tasked with bringing
a low-priced present to a
Christmas grab bag this year,
I was temporarily at a loss for
creative ideas. This was for
a very eccentric crowd, you
see. This was until I stumbled
upon the As Seen on TV aisle
at my neighborhood CVS. Ped
Egg … $9.99. Party goers and
gift recipient’s reactions …
priceless.
Asked during Response Expo 2010 in May what his biggest accomplishment of the past year was, TELEBrands’ A.J. Khubani answered the current
state of retail for direct response. “The econom-
ic return at retail allows us to deficit spend on
TV like never before,” says Khubani.
Adds Ben Smith, director of new business
development for Eastman Kodak and
RetailLeverage.com blogger, “I think everybody,
whether you’re a retailer, manufacturer or
DRTV partner, understands that As Seen on
TV has found its niche where there’s typically
an As Seen on TV section in most of the stores.
It’s not unheard of on the display to see that
familiar As Seen on TV logo. Everybody is
getting comfortable selling that way.”
