British consumer products brand JML is to expand its direct response business in Europe. Shoppers in Germany will soon be able to buy JML products. JML will also offer home delivery to customers in the Republic of Ireland.
JML has purchased assets from the previous Vector company in Germany which will enable it to establish a substantial presence in the German speaking direct response market.
JML GmbH is scheduled to start operations on 1st March 2008, buying media time on most of the main German TV channels. As in the UK, JML's intention is to use about half of the available airtime for its own films and products with the other half being used to sell third party material.
JML already has strong links to the German retail market, and has every intention to expand and consolidate this position
From May 1st JML will launch its direct response operation in the Republic of Ireland. This means that Irish customers will be able to shop online and order directly from any of its five TV channels. JML anticipate that this move will increase its direct response sales by 10%. Orders will be taken at JML’s fulfillment centre in the North East of England and delivered to the Republic. This move will be strengthened by the company’s existing presence in retailers such as Dunnes, Heatons and selected Tesco Eire stores. It will also be supported by JML’s heavyweight TV advertising in the Republic.
JML Chairman John Mills comments "Moving into the German and Irish markets will greatly strengthen JML's position as a global direct response player. The company's dominant position in the UK and Ireland will now be complemented by a major and growing role in the continent of Europe, making JML an ever more attractive partner for direct response companies the world over"
JML Managing Director, Ken Daly, says: "JML has developed a formula for retail sales combined with multi-channel direct sales to the end consumer which has proved to be a winning combination time and time again. Key to much of our success has been our in house product development and film production programme. We are, however, very willing to work with external partners. We find that this strategy serves to maximise our abilities to bring high levels of innovation alongside high quality products to the market, at a speed that is perhaps beyond that of our competitors. We already have excellent relations with partners in about 70 countries. We will look to strengthen our presence across Europe and the world, very significantly in the near future.
JML operates across many sectors and has about 7,000 digital media screen promotions operating in around 4,000 large stores in Britain and Ireland. The company owns five TV shopping channels on the UK Sky Digital Platform, numbers 631, 632, 652, 656 and 657. JML also buys third party media, sells off the page, operates a very successful website at www.jmldirect.com, is in the process of launching its own in house branded product ranges and has an extensive customer relationship management programme.
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