13/01/12
By Karen Moss
Pavers Shoes has been using TV to bolster their multi-channel strategy, producing 30-40 hours of content per season. PaversShoes.tv is broadcast by a full service direct response television (DRTV) agency, The Broadcast House, and aired on Sky.
The footwear retailer, which now has 100 outlets throughout the UK and Ireland, has invested heavily in catalogues and the internet in order to better serve its customers.
Stuart Paver, managing director of Pavers Shoes, hailed the success of its television channel, which makes thousands of shoes available to its customers 24 hours a day.
Paver told delegates at the direct commerce ECMOD trade show in London that the investment in the retailer’s own TV channel paid dividends.
“We started in TV with programmes on the Ideal World shopping channel a few years ago,” he said. “But the problem was we didn’t have full and direct control. That was when we thought of doing our own channel and the ‘eureka’ moment for us came when we realised it doesn’t need to be live.”
He added: “We have introduced the infrastructure, including a PaversShoes.tv website, to handle orders. But all we’re really doing is filming the product and uploading that content to a satellite so it can be broadcast on TV. In that way, we see it as just another catalogue. Doing something like this, you would need to cover costs of around £3 million to break even and we’re doing more than £5m. There are still some savings to be made and we’re currently only on Sky, while we’re looking at Freeview and other broadcast platforms as well.”
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