TV Direct expects sales growth to halve

Chief executive officer Songpol Shanmatkit said yesterday that 2008 sales had come in at Bt1.05 billion. However, despite impressive revenue growth, net profit was not good because of soaring costs.

TV Direct's sales channels include the retail store Direct2U, telesales, direct mail and event marketing.

"We believe the direct-sales business still has a chance to grow, despite the economic crisis," he said.

The company has no plans to cut staff and will go ahead with the recruitment of more than 200 people for its call centre. The call-centre channel accounts for 30 per cent of sales revenue, while the TV channel contributes 50 per cent and the rest is from retail marketing.

Songpol said that as fewer people visited shopping malls this year because of the gloomy overall sentiment, there would be an opportunity for the firm to sell via TV marketing.