What the CIO says about Galaxus TV

Aurel Stevens

8.1.2019

Translation: machine translated

Pictures: Thomas Kunz

Do you know Galaxus TV? We stream our shopping TV live on Tuesdays. I asked CIO Oliver Herren about the project.

Aurel Stevens: Who came up with the idea of making Galaxus TV?

Oliver Herren: I read about the teleshopping channel QVC in the magazine "brand eins". I was fascinated by how big this market is and how the system works. I thought that we should implement something along these lines. It's obviously a customer need. Individual presenters are extremely successful salespeople and almost stars on this channel.

Teleshopping takes a rather aggressive approach to selling.

That's certainly not our style. It has to suit us. The main goal is a format that is fun for customers. Shopping should be entertaining and enjoyable. We want to be even closer to our customers.

Have you already made any purchases as a result of the programme?Yes, I have the product [[ProductList:8188490]]Ordered from the programme [[marketingpage:10123]]What is your interim conclusion after five programmes?We have made rapid progress. We are getting better and better at finding out what the viewers are interested in. Unfortunately, the reach is still quite low and there is too little interaction from the audience. We continue to learn what works. The programme is constantly changing and we are testing different options. How is the team organised?It is a young, dynamic and interdisciplinary team that is responsible for the programme with a lot of freedom and expertise. It's fun to realise the project with the team. The team has experience in various areas of Marketing, but no experience in developing a new TV format. Why not professionals?We want to be agile and learn what works better and better in small, iterative steps. Better to start small, try out a lot, make it work and then scale it up. Or eventually realise that it doesn't work. How long will the pilot phase last?It is currently scheduled for ten programmes. We took a break during the Christmas period. We will then draw a conclusion at the end of January.Are you satisfied with the project?On the one hand, I'm satisfied because we've come a long way quickly and the team is doing an excellent job. The format is solid and enjoyable to watch. The comments from viewers have all been positive so far. But more viewers would be nice, we're still a long way from our goals. We are continuing to experiment. I also have a question for the reader. Do you have a wish for Galaxus TV or a criticism? What would you like to see in a video format? What would interest you? Then please comment directly here on what would be an interesting format for you. Or you can also comment on each individual programme. We take the wishes of our viewers into account, as the programme is made for them, for you. We welcome constructive criticism.

Aurel Stevens

Chief Editor

aurel.stevens@digitecgalaxus.ch

I'm the master tamer at the flea circus that is the editorial team, a nine-to-five writer and 24/7 dad. Technology, computers and hi-fi make me tick. On top of that, I’m a rain-or-shine cyclist and generally in a good mood.

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