November 17, 2009, 12:00 AM

ShopNBC will charge one shipping fee for all purchases in a day

The TV and web retailer has launched a new initiative ahead of the holiday season that lets shoppers make multiple purchases throughout the day, but pay a single fee for shipping.

TV and web retailer ShopNBC hopes its new ValueShipping program will ring in the holiday season with bigger sales. With ValueShipping, shoppers are able to make multiple purchases throughout a single day but pay only one shipping fee for items sent to a single address. The fee is based on the most expensive shipping and handling cost of a purchased item.

“This is the type of promotion that resonates with home shopping customers. This should remove all barriers and give confidence to shoppers,” says Carol Steinberg, senior vice president, e-commerce, marketing and business development. ValueShipping may spark a shopper to make a purchase if she sees a smaller item that she might not have bought before because of the shipping charge. Or it may appeal to shoppers who follow the TV shopping channel’s product offerings throughout the day, as they won’t have to worry about accumulating merchandise for one order, says Steinberg.

Steinberg says the program benefits the company, as well as the shopper, by allowing its distribution center to package and ship multiple items in one box.

ShopNBC, No. 87 in the Internet Retailer Top 500 Guide, is also planning to test ValueShipping in its e-mail marketing in the next couple weeks (a PDF version of ShopNBC’s financial and operating profile can be ordered by clicking on its name). The company will send out reminder e-mail messages to customers who have made a purchase earlier in the day to let them know that they can still buy more without paying an additional shipping fee, according to Steinberg.

ValueShipping is part of ShopNBC’s broader holiday strategy that includes extended returns until the end of January for items purchased in November and December, and ValuePay, which allows shoppers to make interest-free payments for purchases over several months.

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