We faced two challenges when we took on DRTV for KitchenAid’s stand mixer. It’s far more expensive than a typical DRTV product, and it’s widely available at retail. Sales skewed to key gift-giving seasons, Mother’s Day and Winter Holiday.
A carefully-configured test proved we were able to move product through the DRTV channel at an affordable cost-per. Through diligent buy management we’ve managed to bring down the cost-per-order significantly. Additionally we proved that the presence of DRTV heightens sales at retail during both flat and peak seasons.