BREAKING THE MOULD IN A STATIC HOME SHOPPING MARKET

The home shopping market has had its problems over the past few years, trying to manage heavy overheads, uncommitted customers and a poor image. However, the 1990s could herald new opportunities with pan‐European home shopping becoming a reality. With both Littlewoods Home Shopping Group (LHSG) and Grattan on the market, are we about to see the shake‐up so long forecasted by analysts? A consultancy has worked closely with LHSG since 1989, helping the company define and communicate its service to customers, with the aim of increasing their numbers and then keeping them. The background and potential of the sector is considered and how LHSG is changing its approach is explained.