Jewelry Television changes the face of ShopAtHomeTV.com

Nearly six months after it acquired the URL and certain assets of Shop At Home TV from the E.W. Scripps Co., Jewelry Television is turning the e-commerce site into an online shopping destination for men between the ages of 30 and 50.

“We are now describing what we want to do with ShopATHomeTV.com as turning it into the Spike TV of men’s online shopping,” says James Thome, vice president of e-commerce at Jewelry TV, No. 183 in the Internet Retailer Top 500 Guide to Retail Web Sites.

Under Scripps, ShopAtHomeTV.com catered primarily to middle-income women in their 50s. But the new demographic is men ages 30 to 50 who like to watch TV late at night and purchase knives, coins and watches online.

Under new ownership, ShopAtHomeTV.com will also emphasize more drop shipping to fulfill orders rather than stock SKUs in-house, says Thome.

For now, Jewelry Television is maintaining JewelryTelevision.com and ShopATHomeTV.com as separate web sites, but over time the two sites will begin to share a universal back-end fulfillment and order management system, says Thome.

By next spring Jewelry Television also plans to introduce new rich management applications from Scene7 Inc.