Hobbycraft To Launch Dedicated TV Channel This September – Your Source For Retail News And Events

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Hobbycraft, the UK’s largest arts and crafts retailer, has introduced the launch of Hobbycraft TV, a brand new channel designed to succeed in audiences with inventive tutorials, demonstrations, and inspiration. The channel is because of go dwell on Thursday 4 September at 7.30am, airing on Freeview Channel 97 and accessible on-line at hobbycraft.co.uk/TV. Archive episodes may even be accessible through the corporate’s YouTube channel.

The announcement comes because the retailer seeks to develop the methods by which clients interact with its merchandise and experience. Hobbycraft’s analysis revealed that video content material is a serious supply of inspiration, with one in three individuals already utilizing YouTube to be taught craft abilities. Hobbycraft TV has been designed as a devoted platform to reply to this pattern, delivering content material to crafters of all talents.

Hobbycraft TV presenters: Dean Wilson, Rebecca Edwards, Dan Bancroft, Dennice Robinson

The channel will function every day demonstrations and tutorials protecting a variety of craft disciplines. Sessions will embody stitching, knitting, baking, papercraft and residential décor, led by a roster of knowledgeable makers. Both new and skilled audiences will have the ability to entry sensible suggestions, inventive strategies and trade perception. Each programme may even be absolutely shoppable, with viewers in a position to purchase supplies and merchandise highlighted in the course of the broadcast.

Alex Willson, CEO of Hobbycraft, stated: “The launch of Hobbycraft TV marks an exciting chapter for the business with the introduction of an innovative new media channel for customers to experience Hobbycraft. It will offer a seamless shoppable experience with daily demonstrations, expert guidance and creative content, all designed to inspire, educate and connect with both new audiences and our existing crafting community.”

The challenge has been backed by trade advisors who see the transfer as a solution to deepen buyer engagement. Steven Hubbard, Board Advisor at Hobbycraft, commented: “As the UK’s leading craft retailer, we’re proud to be investing in a brand-new live media experience that brings even more inspiration and innovation to our engaged customers and passionate makers. Hobbycraft TV will become a destination for crafters of all abilities to hear from some of the craft industries’ leading makers, showcasing over a hundred leading brands inspiring our viewers to get making.”

The integration of tv, e-commerce and schooling is a part of a wider shift in retail generally known as shoppable TV. This format has been gaining floor throughout the UK, with retailers experimenting with methods to mix video-led inspiration with direct buying alternatives. QVC has lengthy established itself as a television-based buying channel, however latest years have seen mainstream retailers undertake related strategies in digital type. Brands together with John Lewis, Argos and Boots have trialled livestream buying occasions, permitting clients to look at demonstrations and purchase merchandise in actual time.

Retail analysts counsel that video commerce is especially efficient in classes the place visible demonstration provides worth, comparable to style, magnificence, homeware and hobbies. For Hobbycraft, whose merchandise usually require rationalization or demonstration, the launch of a devoted channel brings these components collectively in a format designed for schooling as a lot as gross sales. The choice to broadcast each on Freeview and on-line additionally displays an effort to succeed in audiences throughout a number of platforms, together with those that want conventional tv viewing.

Industry observers be aware that the pandemic accelerated client urge for food for craft actions, with many individuals turning to hobbies comparable to knitting, baking and portray in periods of lockdown. This surge in curiosity has remained, fuelling continued demand for content material and merchandise. Hobbycraft TV positions itself as each a useful resource for this rising group and a industrial channel that permits quick access to the instruments required.

Hobbycraft’s growth into media can also be indicative of the best way retailers are diversifying their buyer engagement methods. Rather than relying solely on in-store experiences or static e-commerce, the enterprise is adopting an method that blends leisure, studying and direct retail. By providing an area the place clients can watch, be taught and buy seamlessly, Hobbycraft goals to strengthen its place within the UK craft market.

From launch, Hobbycraft TV will broadcast every day from 7.30am on Freeview Channel 97. Episodes may even be accessible at any time through the retailer’s web site and YouTube channel, guaranteeing flexibility for audiences who want to make amends for content material. The retailer expects the platform to host a variety of craft consultants and showcase a whole bunch of manufacturers, providing each schooling and comfort to viewers.

With this transfer, Hobbycraft turns into one of many few UK retailers to function a devoted linear and digital tv service, signalling confidence within the continued development of shoppable content material. For audiences, the arrival of Hobbycraft TV represents a brand new vacation spot to be taught abilities, entry knowledgeable steerage, and store for merchandise in a single built-in platform.

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