Merchandising Study Shows 22% Increase in Accessory Revenue From ''Intelligent'' Cross-Selling
March 08 2007 - 8:30AM
Business Wire
In a recent test of a new e-commerce technology for �intelligent�
cross-selling of accessories, PC Universe (OTC:PCUV.PK) achieved a
22% increase in accessory revenue per order. This result was due to
Intelligent Cross-Sell�, a new service from CNET Channel, a
property of CNET Networks (NASDAQ:CNET). Intelligent Cross-Sell
works like a good salesperson thinks, allowing businesses to target
cross-sells by popularity, brand affinity, key selling features,
partner incentives, and many other factors. The system then
automatically selects and explains the best accessories on a
product-by-product basis, dynamically altering selections as
inventory and other business conditions change. "Intelligent
Cross-Sell enables us to do suggestive selling in a way that's
helpful to customers and is measurably better for our business,�
said Patrick Colletta, Director of E-Commerce at PC Universe.
�Based on these initial results, we believe we can do even better
in other categories where we will be applying Intelligent
Cross-Sell." The test was conducted on PC Universe transaction data
from July 26, 2006, to January 3, 2007. This period was split into
�before� and �after� segments to measure Intelligent Cross-Sell�s
effect. In the categories where Intelligent Cross-Sell was active,
PC Universe had a 22% increase in accessory revenue per order and a
10% increase in attach rate (the percentage of orders with at least
one accessory). Equally important as these increases, PC Universe
did not need to manage the Intelligent Cross-Sell system on a
day-to-day basis. Instead, Intelligent Cross-Sell worked via
"guided automation," whereby PC Universe could define the
cross-selling logic via business rules but the day-to-day execution
was handled automatically by Intelligent Cross-Sell. "PC Universe
is an innovator that was quick to embrace the ideas behind
Intelligent Cross-Sell," said Steve Krause, Vice President of
Analytic Products, CNET Channel. "The numbers from this study
explain why." CNET Channel will be hosting a Webcast on March 13,
2007 at 10:00am PST / 1:00pm EST. During this session, Steve Krause
of CNET Channel will demonstrate Intelligent Cross-Sell with guest
Patrick Colletta of PC Universe, who will comment on how his
company has used the technology. Registration for this event is
required at: http://www.cnetchannel.com/webcast/pcu. A case study
is available at
http://ics.cnetchannel.com/site/en/page/case_study_pcu.html. For
more information about Intelligent Cross-Sell, which is currently
available in the United States and Canada, visit
http://ics.cnetchannel.com or call 1-877-276-5560 x2790. About CNET
Channel CNET Channel (www.cnetchannel.com), a property of CNET
Networks, is the world's leading independent source of product
information, supporting both online catalogs and traditional sales
processes with detailed content on over 3.2 million technology
products worldwide. Over 2,100 high technology manufacturers and
channel businesses in 35 national markets depend on CNET Channel to
deliver world-class content solutions that maximize their sales
effectiveness and minimize the cost and complexity of providing
accurate and useful product information. Customers include Best
Buy, CDW, CompUSA, Dell, HP, Insight, OfficeMax, Sony, Tech Data,
Yahoo!, Zones and many more. About CNET Networks, Inc. CNET
Networks, Inc. (Nasdaq: CNET)(www.cnetnetworks.com) is an
interactive media company that builds brands for people and the
things they are passionate about, such as gaming, music,
entertainment, technology, business, food, and parenting. The
Company's leading brands include CNET, GameSpot, TV.com, MP3.com,
Webshots, CHOW, ZDNet and TechRepublic. Founded in 1992, CNET
Networks has a strong presence in the US, Asia and Europe. About PC
Universe, Inc. A Boca Raton, Florida-based reseller and service
provider, PC Universe, Inc., sells more than 250,000 technology
products from over 700 brands. It also provides professional
technical services, such as networking design and installation;
ongoing network and hardware maintenance; network security
analysis; managed services and network monitoring; business
continuity planning; disaster planning and recovery; and voice over
Internet protocol services. The company serves the information
technology needs of businesses of various sizes; federal, sate, and
local government entities; and public and private educational
institutions. Its Web site is ranked by Internet Retailer magazine
as one of the top 500 retail sites on the Internet. For more
information, visit www.pcuniverse.com or call 1-800-PCUNIVERSE
(728-6483).
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