ValueVision Media Inc., which owns and operates ShopNBC.com, has launched a new web site – ShopNBC.TV – the TV and web retailer believes will help tune in as many as 35 million more online shoppers.
ShopNBC.TV links all video content showcased on ShopNBC.com to product pages and a shopping cart. The new site also allows customers to time-shift programming by offering a wide variety of on-demand video content for thousands of products, the company says.
“The launch of ShopNBC.TV brings a new generation of home shopping to the web and will open up viewership to an additional 35 million homes that currently do not have access to ShopNBC through television,” says ValueVision president and CEO Will Lansing. "With the launch of our dramatically improved video on the web we are adding salesmanship and deeper, richer product content to provide our customers with more information and more convenience in their Internet shopping experience.”
ShopNBC.TV was launched as a separate site as the company begins to explore the market for “v-commerce,” which combines TV and Internet technology onto a single platform. This combination enables shoppers to watch videocasts online and then complete a transaction. “The timing for this is right,” says ShopNBC senior director of interactive video commerce Dave Witzig.
ShopNBC.TV features streaming video of the company’s TV programming, but viewers and shoppers can pause the video or click and view the program on a full screen. ShopNBC.TV also enables consumers to watch a live broadcast or to select previously aired shows and upcoming events. Viewers also can click on an image displayed on the screen and complete an online transaction.
The new videocast, which debuted in mid-May, is already generating bigger sales, says ShopNBC vice president of e-commerce Geoff Smith. “We’ve seen a doubling of the conversion rate,” he says. ValueVision is No. 64 in the Internet Retailer Top 500 Guide.
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