60 Chapter 3 Nonstore Retail Operations Home-Shopping Television Home-shopping television is television that is devoted solely to retail sales. Home-shopping television channels are a form of nonstore retailing. Items such as apparel, jewelry, housewares, and sporting goods are sold regularly, often for discounted prices. Home-shopping television appeals to customers who like unique items or are bargain hunters. Those who do not want to interact with salespeople or cannot leave the home also like home-shopping television. Viewers see live demonstrations, learn about the features and benefi ts, and hear call-in testimonials about the product. Additionally, viewers may be able to call into the program and ask questions about the products. Constant updates on the television screen show product sales numbers and the quantity of products left. This encourages viewers to act quickly to make a purchase before the product is sold out. Most home-shopping channels also use a multichannel approach by selling featured products on their websites. Infomercials are paid television commercials placed in television program time slots, usually 30 minutes. These time slots are often during less-expensive, low-viewing hours, such as late night or very early mornings. Infomercials generally feature a single product or bundle of products. The entire program is a sales tool and often features a celebrity as the spokesperson. Special offers e-mailed to customers Sales ads and coupons sent in direct mailings Seasonal product catalogs sent in the mail Online store open 24 hours, 7 days a week Multiple store locations across the country Multichannel Retailer Home Products Retailer Goodheart-Willcox Publisher Figure 3-3 A retailer that uses multiple retail channels can reach the greatest number of potential customers.