April 13, 2007, 12:00 AM

DiscoveryStore discovers new sales with telescope comparison service

Telescope shoppers who used new product comparison technology at DiscoveryStore.com increased their telescope purchases by 75% compared to shoppers who used Discovery’s previous product comparison system, the company reports.

Kurt Peters

Executive Editor

Telescope shoppers who used new product comparison technology at DiscoveryStore.com increased their telescope purchases by 75% compared to shoppers who used Discovery’s previous product comparison system, the company reports.

A year ago, DiscoveryStore.com installed an interactive product comparison system dubbed “Telescope Finder” from DecisionStep.

“We had telescope comparison charts online for years but wanted a more robust and user-friendly tool, specifically to help beginning and intermediate telescope users identify the qualities most important to them,” says Kathy Greif, director of online merchandising for Discovery Commerce, a retail unit of Discovery Communications Inc. that includes DiscoveryStore.com, stores and catalogs. “While the site overall showed a modest increase in telescope sales year-over-year of about 14%, the DecisionStep tool, combined with our existing comparison charts, showed a significant increase in sales-over 75% compared to 2005`s charts alone.” Discovery is No. 195 in the Internet Retailer Top 500 Guide.

DecisionStep’s Purchase Decision Solutions for Online Retail product includes rich media and is embedded into a retailer’s web site.

Kelly Day, senior vice president of Discovery Interactive, a new unit that consolidates Discovery`s e-commerce operations with Discovery Communications` online content group, is speaking at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose, in a session entitled Beyond Credit Cards: E-Checks, PayPal, Google Checkout & Much More.

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