March 4, 2010, 12:00 AM

ShopNBC tunes in new analytics to better engage web, mobile and TV shoppers

With more of its customers reaching it through mobile, social networks and TV as well as through its e-commerce site, ShopNBC has deployed a new marketing analytics software suite from Omniture, the retailer says.

Paul Demery

Managing Editor, B2B E-commerce

Lead Photo

Carol Steinberg, Senior Vice President of E-Commerce, ShopNBC.

 

With more of its customers reaching it through mobile, social networks and TV as well as through its e-commerce site, ShopNBC has deployed a new marketing analytics software suite from Omniture, a unit of Adobe Systems Inc., the retailer says.

“The Omniture Online Marketing Suite provides us with a substantial opportunity to improve the relevance and impact of our marketing efforts by offering deeper analytical insight, automating previously manual processes, and speeding up response times,” says Carol Steinberg, senior vice president of e-commerce for ShopNBC. “Ultimately, this will help improve the return on investment of our marketing initiatives.”

The Omniture suite includes a SiteCatalyst module that enables ShopNBC to monitor the performance of its online video content in engaging and converting shoppers. It also lets the retailer identify consumers arriving at ShopNBC.com through mobile devices and the capabilities of those devices so that it can improve how its content renders on them. SiteCatalyst also provides analytical data on customer activity generated by blogs, social networks and consumer-generated reviews.

ShopNBC also will use the marketing suite to better personalize merchandising based on customers’ past shopping behavior and geographic location, and to automate personalized e-mail and other forms of marketing based on dynamically changing analytics data related to customer purchasing and browsing behavior.

Other modules in the suite are designed to assist the retailer with effective cross-selling and upselling merchandise, testing merchandising displays for the level of customer response, and run reports of analytics to shed light on particular metrics, such as average order values and conversion rates.

“A ‘one-size-fits-all’ ecommerce approach is not realistic with our increasingly sophisticated online customer base,” adds Steinberg. “Omniture will allow us to offer customers a more relevant and targeted experience across multiple interaction touch points based on their interests and behavior, helping us guide them, without distraction, to the items or content that they are most interested in.”

 

ShopNBC is No. 87 in the Internet Retailer Top 500 Guide.

Steinberg will be speaking at the Internet Retailer Conference & Exhibition, June 8-11 in Chicago, in a session entitled Mobile apps and the `Wow Factor`.

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