Firm innovates shopping landscape in Africa with first TV infomercial

To innovate shopping landscape in West Africa, premium TV shopping platform, ShopEX, is set to launch Nigeria’s first TV infomercial across select DSTV channels.

The infomercials will be aired on select DSTV channels as 15 minutes shows, with the first airing scheduled to kick off this month.

The firm, which is also celebrating its 40, 000 transactions since inception in 2020 by offering its customers a 40% discounts on select goods till the September 30, 2022, will be featuring TV star, Mercy Johnson, and social media celebrity, Chef Tola (aka ‘Diary of a Kitchen lover’) and Chef Dee on the show.

The 15-minute shows will showcase ShopEX’s best-selling products – the Copper Chef and The Power XL Airfryer.

Customers will be able to purchase the products ‘live’ by calling the number on their TV screens or visiting the ShopEX website.

In her remark, Country Manager of ShopEX, Olajumoke Kujero, said, “We are also proud to have produced Nigeria’s first long-form infomercial that allows viewers to see our world-class products in use.

We will continue striving to innovate the shopping landscape in West Africa by offering high quality goods to our customers wherever and however they shop, be it via TV, online or social media.

“Direct Response TV (DRTV), popularly known as ‘teleshopping’ or ‘TV-shopping,’ may be new in Nigeria but it has proven to be a successful model across the globe for getting TV viewers to purchase products from the comfort of their homes by ‘calling the number on the screen.’ Pioneered in the 80s by the likes of QVC and The Home Shopping Channel in the US.

“Teleshopping has recently seen a decline in user engagement as viewers transition from TV to other digital offerings. But that doesn’t seem to have stemmed interest in Nigeria, as the country witnesses increasing TV viewership numbers, as it fulfills its digital switch over (DSO) ambitions to become the largest free view TV audience in the world, with 33 million homes.”

Speaking on the infomercials, Head of Marketing, Oyindamola Olaniyan, said, “With the 15 minutes show, we expect to reach four million viewers daily and aim to expand to 20 million people across multiple channels on DSTV. We love bringing best-selling products from across the globe to our customers in Nigeria; products we know will enable them to make better lifestyle choices like how to cook healthy meals, exercise, and sleep among others.

“These things are important to everyone, not just Americans and Europeans. And we are extending the duration of our ads so viewers can see in detail the features and benefits of using our products, which will also help them to make a more informed decision before placing an order.”