Suzanne Somers
ShopNBC claims that its new vendor, actress/entrepreneur Suzanne Somers, has been a huge success on the network.
In one of home shopping’s hottest stories this year, Somers left HSN after more than a dozen years there and joined ShopNBC to sell apparel, beauty jewelry and nutritional items.
“We’re very pleased with the sales results of Suzanne and the products that Suzanne has brought to us,” ShopNBC CEO Keith Stewart said during a third-quarter conferece call Wednesday.
She has even succeeded in bringing in new eyeballs to ShopNBC.
“In fact, she has a very high new-customer count for the sector where she operates, primarily beauty and fitness and apparel,” Stewart said. “Most recently in her last visit, 32 percent of her orders came from new customers. For someone that has been in the industry for so long, that’s an amazing statistic in itself.”
Shortly after debuting on ShopNBC in September, best-selling author Somers became the center of a storm of controversy over her new book on alternative treatments for cancer, “Knockout: Interviews With Doctors Who Are Curing Cancer, And How To Prevent Getting It In The First Place.”
But there was apparently no blow-back on ShopNBC, which believes Somers will draw an audience.
“We also anecdotally believe that Suzanne brings tremendous viewership opportunities,” Stewart said. “That’s how we pull in new customers. When you see Suzanne on the air, you stop. You want to listen to her. She’s a very, very bright woman. So we’re pleased to have Suzanne aboard.”
When investor asked if ShopNBC had offered any special incentives or stock to Somers to get her to come over.
Stewart told him that there were no special deals, that ShopNBC buys products from vendors like Somers and then sells them online and on the air.
“It’s really the long-term potential that all these new vendors see at ShopNBC,” Stewart said. “They know how big this industry is and how fast it is growing…“The economics are no different than any other vendor.”
The CEO added that talent like Somers are “are smart, smart people,”
According to Stewart, “It’s really the long-term potential that all these new vendors see at ShopNBC. They know how big this industry is and how fast it is growing.”
He added that has a great team in place at ShopNBC to lure celebs like Somers, people who were with him “in another life,” namely at QVC.
The investor remained perplexed about why Somers would join a smaller shopping network than HSN, but it’s no secret.
HSN’s new management, led by CEO Mindy Grossman, is looking to add new vendors to the No. 2 home shopping channel to attract younger, hipper customers. Somers did not fit into that new strategy. And HSN had been whittling down the kinds of products that Somers was selling, like her Somersize line.