Electronic Retailer - May 2012 - 12

INDUSTRY REPORTS

Northern Response Places 8 New SKUs in Canadian Retail
TORONTO, Canada – Nor t hern Response (International) Ltd. recently announced full nationwide retail placement of eight new best-selling DRTV and retail fitness items, including I.M. Rings, The Rack, Ab Wave, Ab Champ, Chest Magic, Weighted Vest, Universal Dip Station and Ab Evolution. Driven by strong television

success with short-form DRTV spots and a strong retail presence, Northern continues to build upon a strong retail fitness foundation now totaling more than 40 SKUs nationwide. Partnering with key Canadian specialty fitness, department stores, and mass merchandising retailers such as Wal-Mart, Sears, Canadian Tire, Forzani, Zellers, GNC and Shoppers Drug Mart, Northern Response has strategically secured placement in every major retailer of choice in Canada.

DRTV STATWATCH BY IRV BRECHNER

Up to 34.5% of consumers shop on the Web more than in stores*
Consumers who have a household income of $150,000 and up are 34.5 percent more likely to buy online than in brick-and-mortar stores. In the $100,000 to $149,000 group, it’s 25.9 percent. In no group is it less than 19.2 percent. Add another 21.5 percent to 29.6 percent who shop stores and web equally, and you’re looking at a huge percentage of consumers who are spending more and more online. With the move to online growing constantly, DRTV advertisers need to conduct frequent audits to ensure that their online shopping sites are going to meet consumer expectations and convert visitors to sales. There are several key areas that an audit would address, including site design, conversion path, site search, general search – both paid and organic and consistency of copy, offer and design. Consumers who see a short-form or infomercial are expecting to see the exact same offer online. They expect that ordering will be easy, and that they won’t be bombarded with a dozen upsells. One of the most common places to start is the “mother test,” where you have 10 to 20 people of all ages not associated with your company and with various levels of internet savvy, try to order from your site and report their experiences, both positive and negative. *Compete Inc., in Internet Retailer, 3/12 Irv Brechner is executive vice president and creator of Acquirgy’s Customer Acquisition IntelCenter and can be reached at (732) 3211924 or irv@acquirgy.com.

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electronicRETAILER | May 2012

Electronic Retailer - May 2012

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