Electronic Retailer - August 2011 - 29

TV and once the system captures the audio fingerprint of the commercial, they merely click to buy. Mobile app and mobile storefront are set to rollout during the latter part of third quarter.

a Data Gold Mine

One of the advantages afforded TVGoods through its partnership with Delivery Agent is the use of its proprietary TV Wallet, a transaction engine that houses customer data such as shipping and payment information and offers customers one-click purchasing capabilities across any television show or infomercial – whether from a TV remote or the internet. And it’s not just the customer who benefits from this stored data. “There’s never been as much exciting data as there is today,” Fitzsimmons says. “We can actually retrieve viewership data from set-top boxes and map that viewership data to our transactional data. It starts to get really interesting to think how marketers can leverage that realtime data to frame their offers.” Harrington contends the online data also proves beneficial to marketers. One of the truly amazing aspects of AsSeenOnTV.com is that it serves as an ideal testing ground for new products. “We have a turnkey solution for people to bring us a product and produce a ‘Video Deal of the Day’ and within a matter of hours or days, we give them results,” he says. The web analysis reveals site visits, click-through rates and the amount of time consumers spend viewing an online commercial – data easily accessible. “If you put a product up on the site, we’ll have an instant read on how successful that product is against 1,000 other As Seen On TV products,” Harrington notes.

of marketers going to new technologies,” says Harrington. “So, what do you do? You turn to the internet, where there are no media costs, per se.” He adds that 40 percent to 60 percent of all direct response sales are currently online, which makes the acquisition of AsSeenOnTV.com pretty smart. Harrington acknowledges that with TVGoods and AsSeenOnTV.com he

has two strong brands recognized in the marketplace. However, in order to take AsSeenOnTV.com to the next level, one must not look at it purely from an e-commerce standpoint, but as a multichannel marketing effort designed to enhance the customer’s overall shopping experience and enlighten marketers to a new world of possibilities.

entering the Next level of DR

What’s causing this convergence of DRTV, online, t-commerce and m-commerce? “I think the high cost of media has been one of the overriding drivers
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Electronic Retailer - August 2011

Table of Contents for the Digital Edition of Electronic Retailer - August 2011

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research Facebook Marketing:
IMS Retail Rankings The Top 25 Shows and Spots
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story TVGoods Buys AsSeenOnTV.com
Come Face2Face at D2C
The Wired World of U.S. Hispanics
Real Truth in Advertising
Marketing for TV is Just the Beginning
Teleservices
Legal
Creative
Member Spotlight
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - August 2011 - Cover1
Electronic Retailer - August 2011 - cover2
Electronic Retailer - August 2011 - 3
Electronic Retailer - August 2011 - 4
Electronic Retailer - August 2011 - 5
Electronic Retailer - August 2011 - 6
Electronic Retailer - August 2011 - Calendar of Events
Electronic Retailer - August 2011 - Your Association, Your Bottom Line
Electronic Retailer - August 2011 - 9
Electronic Retailer - August 2011 - Industry Reports
Electronic Retailer - August 2011 - 11
Electronic Retailer - August 2011 - 12
Electronic Retailer - August 2011 - 13
Electronic Retailer - August 2011 - FTC Forum
Electronic Retailer - August 2011 - eMarketer Research Facebook Marketing:
Electronic Retailer - August 2011 - 16
Electronic Retailer - August 2011 - 17
Electronic Retailer - August 2011 - IMS Retail Rankings The Top 25 Shows and Spots
Electronic Retailer - August 2011 - 19
Electronic Retailer - August 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - August 2011 - 21
Electronic Retailer - August 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - August 2011 - 23
Electronic Retailer - August 2011 - 24
Electronic Retailer - August 2011 - Ask the Expert
Electronic Retailer - August 2011 - Cover Story TVGoods Buys AsSeenOnTV.com
Electronic Retailer - August 2011 - 27
Electronic Retailer - August 2011 - 28
Electronic Retailer - August 2011 - 29
Electronic Retailer - August 2011 - 30
Electronic Retailer - August 2011 - Come Face2Face at D2C
Electronic Retailer - August 2011 - 32
Electronic Retailer - August 2011 - 33
Electronic Retailer - August 2011 - The Wired World of U.S. Hispanics
Electronic Retailer - August 2011 - 35
Electronic Retailer - August 2011 - 36
Electronic Retailer - August 2011 - 37
Electronic Retailer - August 2011 - Real Truth in Advertising
Electronic Retailer - August 2011 - 39
Electronic Retailer - August 2011 - Marketing for TV is Just the Beginning
Electronic Retailer - August 2011 - 41
Electronic Retailer - August 2011 - 42
Electronic Retailer - August 2011 - 43
Electronic Retailer - August 2011 - Teleservices
Electronic Retailer - August 2011 - Legal
Electronic Retailer - August 2011 - 46
Electronic Retailer - August 2011 - 47
Electronic Retailer - August 2011 - Creative
Electronic Retailer - August 2011 - 49
Electronic Retailer - August 2011 - 50
Electronic Retailer - August 2011 - Member Spotlight
Electronic Retailer - August 2011 - 52
Electronic Retailer - August 2011 - Advertiser Spotlight
Electronic Retailer - August 2011 - 54
Electronic Retailer - August 2011 - Advertiser Index
Electronic Retailer - August 2011 - Classifieds
Electronic Retailer - August 2011 - 57
Electronic Retailer - August 2011 - Rick Petry
Electronic Retailer - August 2011 - cover3
Electronic Retailer - August 2011 - cover4
Electronic Retailer - August 2011 - Outsert01
Electronic Retailer - August 2011 - Outsert02
Electronic Retailer - August 2011 - Outsert03
Electronic Retailer - August 2011 - Outsert04
Electronic Retailer - August 2011 - Outsert05
Electronic Retailer - August 2011 - Outsert06
Electronic Retailer - August 2011 - Outsert07
Electronic Retailer - August 2011 - Outsert08
Electronic Retailer - August 2011 - Outsert09
Electronic Retailer - August 2011 - Outsert10
Electronic Retailer - August 2011 - Outsert11
Electronic Retailer - August 2011 - Outsert12
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