October 29, 2008, 12:00 AM

ShopNBC registers top sales day of the year with electronics promotion

The TV and e-retailer projects sales will total $3.5 million after returns from its 26-hour promotion last weekend. Shoppers made nearly $1 million of those purchases online, making it one of the five busiest days of the year at ShopNBC.com.

Not all consumers have cut up their credit cards as ShopNBC demonstrated last weekend when the TV and online retailer raked in a projected $3.5 million in net sales during a 26-hour computer and electronics promotion.

The projected sales total, after anticipated returns, makes it the biggest shopping day of the year for ShopNBC, which is owned by ValueVision Media Inc. Of the $3.5 million in sales, shoppers completed $925,000 online, making it one of the five busiest days of 2008 at ShopNBC.com, No. 65 in the Internet Retailer Top 500 Guide. In all, 7,658 customers made purchases during the event, which began at 10pm Friday night, including 2,686 new customers.

“The consumer is still out there and still buying,” says Kris Kulesza, senior vice president and chief merchant at ShopNBC. “What is important to them now, probably more than before, is the value equation. It’s got to be the right item and it’s got to be a reputable retailer.”

The retailer concluded that customers were interested in computers and electronics by testing promotions of such items on its TV shopping shows and web site, Kulesza says. The retailer promoted the event through e-mail and online search and affiliate advertising, pitching it as an opportunity to preview items that are likely to make good holiday gifts.

The featured deal, a 61” Samsung TV for $1,299 after rebate, sold out. Another popular item was a notebook computer available in a range of colors. “These can be considered purchases because the price points can be fairly significant,” Kulesza says. “The beauty of ShopNBC is that we’re able to almost talk one on one with each customer watching.”

More than half the items on ShopNBC.com have associated videos, and customers that view videos are twice as likely as other site visitors to complete a purchase, the retailer says. “If you don’t have that video component, the online experience can seem a little flat; it’s just a picture,” Kulesza says. “Anywhere we’re able to show a product demonstrated customers have told us loud and clear, by the number of clicks, that online video is something they value.”

ShopNBC’s next big promotion, slated for Thursday to Tuesday Nov. 6-11, will feature jewelry, fashion and beauty products.

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