Sunday, December 4, 2011

With a Click of the Remote, Impulse Purchases

Giving viewers the opportunity to buy products they see on their screens with a click of a remote control - say Blahniks Manolo feet Carrie Bradshaw or sweater Ross on "Friends" - a talk by advertisers for years without much success.

A new service introduced this week for customers of Verizon FiOS, however, will allow viewers to do just that - for items like radios bicycles and coins - directly from the show at the History Channel, owned by A & E Network. The idea is to get products from brands like Schwinn, Crosley Radio and the Franklin Mint in front of consumers when they see a similar theme shows like "American Pickers" and "Stars pawn."

¶ The products will be "context for what you watch on TV," said Rachelle Zoffer, director of content acquisition and programming for FiOS TV at Verizon. "Our goal is to put things on TV that support planning and creating value for our subscribers."

¶ A small icon in the upper right corner will signal that an item is available, and pressing a button on a remote, the screen will split into two, with market data on the right. After creating a user account TVWallet.com, viewers can complete their transaction with the introduction of phone number and four-digit PIN.

¶ The service will be available to almost four million subscribers of Verizon FiOS primarily in the Northeast, California, Texas and Florida, Ms. Zoffer said. The Verizon will promote the service with 30 seconds spots during programming History Channel. He said the company had plans to include service and other networks soon.

¶ Mark Garner, Senior Vice President for distribution to A & E Networks, said the success of the service should be measured by how consumers can use it if you buy anything. The History Channel has "a very healthy motor trade" on his website, Mr. Garner said, although 5 percent of people who see a new opportunity to make a purchase that could be considered an initial success.

¶ Men aged 25 and 54 are the primary audience of the History Channel, and these people are those intended to be served by the new feature. When deciding which shows will add the ability to shop, Mr. Garner, said: "We have seen from a network level. What programs are more likely to have engaged customers? "

¶ Shows the network lifetime as «Runway Project," "Drop Dead Diva" and "Army Wives" may eventually take, Mr. Garner said. The data collected for buyers will help the network decide " how we market, how we plan, how we develop our offers, "he said, adding that there are no plans to share data with advertisers directly.

¶ The chips in the introduction is optimistic about the report, even if the results are not immediate.

¶ "When selling Jukeboxes, record players and old radios, you have to be patient," said Bo LeMastus, the president of Crosley Radio, whose company has been selling its products through the channel site history for more than one month. Mr. LeMastus said the company became interested in doing business with the History Channel after an episode of "American Pickers," where stars of the show came across the old Crosley radios in a barn.

¶ "This is going to take some time to develop and for the consumer to catch," said Mr. LeMastus. "It's more for long-term picture."

¶ It's the first time Schwinn operates the channel history. "There are many people who are very nostalgic for Schwinn", said Lori Peters, Director of the company's consumer activation for North America. "Now we have the opportunity to act very spontaneously. Species like buying a memory through your TV screen."

¶ The memories may be quite lucrative, according to estimates provided by Mike Fitzsimmons, CEO of Delivery Agent, the company providing the technology that supports transactions.

¶ In testing, Mr. Fitzsimmons said, the value of the average order of the spectators was $ 75, which could mean $ 285 million in revenue during the first year if every household has a FiOS market during during this time. "It takes a lot for this business to end up with too many zeros to count," he said.

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Article source:-http://www.nytimes.com/2011/12/05/business/media/history-channel-and-fios-try-selling-items-instantly-via-tv.html#h[GtvGtv]