Internet and TV marketing

That was one of the major themes Tuesday at the Electronic Retailing Association_s spring meeting, which drew about 400 electronic retailers to Miami. Encouraging a global view of electronic retailing is part of the mission of the Electronic Retailing Association, whose members include any business selling goods and services via electronic media, such as the Internet, TV shopping channels, infomercials and multimedia marketing. The association, based in Washington, changed its name last year from the National Infomercial Marketing Association. "The real revolution on the Internet is going to occur on TV," said E. Myers, president and chief executive of the trade association. "We believe ERA members are going to harness the power of television to drive retail sales." Members like QVC and the Home Shopping Network, who have made the jump from television shopping to the Internet, found the transition was made easier because of their experience in distribution, television merchandising and marketing. Home shopping companies already have a system in place to fill the orders quickly and respond to customer demands. "Our key asset is our infrastructure," said S. Spiegel, vice president and general manager of iQVC, the online service of QVC. "A lot of people in these Internet businesses are going to get into trouble if they get too successful too fast. We understand spikes in sales. That is a real advantage." What television retailers also bring to the Internet is an understanding of how to both educate and excite customers about a product.