ShopNBC goes the paper route in seeking additional sales

ShopNBC has joined the ranks of online retailers who are mailing catalogs. ShopNBC, which sells via TV and the Internet at ShopNBC.com, mailed a 48-page catalog to its 150,000 top customers Nov. 1. While he wouldn’t reveal details, a ShopNBC spokesman says the catalog has exceeded expectations.

The spokesman says the catalog was designed to highlight ShopNBC as a source of gifts. “It’s the first time we’ve done a catalog of this magnitude,” he says.

A number of online retailers have established catalog initiatives over the past year as they seek ways to keep their brands in front of customers when the customers are not online. The early success of the catalog may prompt ShopNBC to expand the catalog’s reach next year, the spokesman says.