As a percentage of total revenue on Cyber Monday, e-commerce sales penetration rose to a record 56 percent, as compared to 48 percent a year ago.
ShopNBC places substantial emphasis on cross-promoting the flexibility, ease of use and customer benefits of its online sales channels, such as improved customer engagement, order tracking, ValuePay, and management of returns — or so it claims.
The No. 3 home shopping network maintained that its on-air strategy has enabled it “to achieve higher average e-commerce sales penetration than its multi-media retailing peers.” We’re not sure how true that is, but that’s the claim.
“For ShopNBC, higher e-commerce sales penetration has led to improved customer satisfaction, lower returns, and reduced costs,” the company said.
ShopNBC’s total “Black Friday” sales rose 12 percent versus the prior year, driven by a 54 percent increase in online sales. As a percentage of total sales on Black Friday, e-commerce sales penetration rose to 51 percent, as compared to 37 percent a year ago and 40.5 percent during the third quarter this year.
Unlike QVC, ShopNBC did not disclose the dollar-amount of its Black Friday sales. QVC raked in $42 million that day.
“The multi-channel shopper was quite active at ShopNBC over the Holiday Shopping Weekend, from Black Friday through Cyber Monday,” ShopNBC CEO Keith Stewart said in a very, very, very long canned statement. “We achieved sales gains and increasing e-commerce sales penetration by keeping the customer’s interest and attention over a sustained period of time on our multiple platforms of TV, online, mobile and social media.”
Keith are you paid by the word for this stuff?
“Video game consoles, big screen TVs, GPS devices, along with jewelry and watches, were some of the principal categories of interest to our customers,” he said. “The ease and convenience of shopping remotely, combined with our unique and ever-expanding product assortment, helped to drive much of the sales gains.”
And that’s not all folks.
“Additionally, ShopNBC’s focus on highlighting the benefit of online shopping continued to resonate with the consumer. Going forward, we remain highly focused on keeping the customer’s appetite satisfied with new products, exciting programming, and strong service to continue building loyalty and community during the Holidays and beyond,” Stewart said.