Home-shopping TV network and online cataloger ShopNBC is now a print cataloger as well. Parent company ValueVision Media mailed the debut edition of the ShopNBC catalog to 150,000 of its top-spending customers on Nov. 1.
The 48-page catalog offers 200 gifts, such as the $199.99 Nutcracker Suite 4-Piece Ornament Box set, the $69.99 Cejon Black Velvet Scarf, and a $99.99 Sharp DVD player. “We launched this gift-giving strategy to demonstrate our breadth and depth of merchandise,” says company spokesperson Anthony Giombetti.
While the TV programming emphasizes jewelry, which accounts for 63% of on-air sales, the catalog’s merchandise mix is more balanced, Giombetti adds. The book “allows us to put forward an impression more consistent with a full range of merchandise across home, apparel, fine jewelry, cosmetics, and must-haves,” he says.
With an average price point of $125, the catalog targets women ages 35-55 — “sophisticated and discriminating shoppers pressed for time,” Giombetti says. A second mailing will go out in January as a Valentine’s Day book. Giombetti says it’s still too early to specify how many copies will mail. But so far, ShopNBC is holding off on renting lists until it is able to find the right demographic mix, which he says would be tilted toward “cosmopolitan” individuals living in major cities.