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ShopNBC mobile initiatives aim for greater brand exposure

February 10, 2010

shopnbcMultichannel retailer ShopNBC has entered the mobile commerce space, adding yet another consumer touch point to its retail strategy to drive sales.

The initiatives will enable new and returning customers to shop and place orders directly from mobile devices via a mobile site and application. The ShopNBC mobile platform was developed in partnership with Usablenet.

“The strategy for ShopNBC includes providing our customers access to our site anywhere,” said Sharla Wagy, director of online programming development at ShopNBC, New York.
“Our customers want to see and purchase our top value for the day, as well as any other special promotions at that moment,” she said. “We now provide this through their mobile device, be it an iPhone, BlackBerry, or any smartphone.

ShopNBC customers can shop and order from the retailer’s entire selection of more than 10,000 items, discover daily specials, search for products by keyword or item number, and check order and shipping status.

The mobile site is designed to have the same look and feel of the retailer’s PC site.

Consistency in the brand experience is important. It helps consumers identify with a brand and maintain familiarity with its content, product or services.

As phones get smarter and wireless networks get faster, brands will be able to provide a more consistent experience between their online and mobile properties.

“The mobile site is designed to display our Web site in a user friendly manner and it is simple and easy to get to most requested areas/functionality of the site,” Ms. Wagy said. “It’s about speed in page loads and giving them easy access to those features most accessed.

“The layout and content is intuitive and makes for an easy, convenient and fun shopping experience,” she said.

The fact that ShopNBC has decided to go mobile is no surprise since 20 percent of mobile consumers are using the mobile Internet regularly.

Additionally, if they have a smartphone, e.g. a phone running Microsoft Windows, Android or an iPhone, this number increases to over 85 percent.

According to Nielsen Mobile, more than half—55 percent—of all consumers who bought a mobile phone within the second half of 2009 bought a smartphone or broadband-capable device.

Along with the mobile site, ShopNBC has also launched an iPhone application. The new ShopNBC application offers a comprehensive, user-friendly interface, which includes key features of and the ability to order directly from the iPhone and iPod touch.

“Consumers are busier than ever today,” Ms. Wagy said. “The retailers who understand providing their customers with a convenient, accessible shopping experience are the retailers who will win customer loyalty.

“It’s not only about being able to see the product and find current promotions, it’s about making the purchase with ease and confidence.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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