ABC and CafePress Unveil New ABC Online Store with Emphasis on Fan Engagement
Business Wire, Sept 02, 2010
Expanded Merchandising Agreement Provides Innovative Print-on-Demand
Technology and Real-Time Merchandising Capabilities
SAN MATEO, Calif. — ABC Entertainment Group and CafePress,
a market-leading online destination for user-designed t-shirts and
gifts, today announced a groundbreaking new merchandising agreement that
builds upon the success of their existing relationship. CafePress will
power a new, cutting-edge ABC Online Store (located at www.abctvstore.com
or www.abc.com)
where fans of ABCs popular shows will be able to buy official
merchandise alongside merchandise designed by fellow fans. The new
online store will fully leverage CafePress proprietary Print-on-Demand
technology and product customization tools that facilitate real-time
retail planning and high-touch consumer engagement.
Starting today, the consumer will visit a redesigned ABC Online Store
that truly puts the fan back into fan gear. CafePress technology will
enable the fans themselves to express and share their passion for ABC
shows by designing their own T-shirts,
posters,
SIGG
water bottles and other custom
products. These fan-designed products will live alongside official
merchandise in the ABC Online Store, thereby providing a compelling
one-stop-shop for fans of hit ABC shows like Dancing
with the Stars, Greys
Anatomy, and Castle.
On the back-end, CafePress Print-On-Demand technology will power fast
and seamless fulfillment of these customized orders. Additionally,
CafePress will manage a variety of unique third party fulfillment items
for the ABC Online Store, such as the ever-popular Lost
bobbleheads. When consumers place orders online, CafePress will
print, package and ship all purchases. Not only will CafePress
technology eliminate ABCs need to accrue or house surplus inventory,
but it will also afford ABC the ability to more agilely update its
branded merchandise for real-time control of its retail strategy and
real-time engagement with its core fan community.
In keeping with ABCs ongoing commitment to technological innovation,
we sought a merchandising solution that would fully leverage the power
of the internet to significantly enhance and deepen our relationship
with the ABC viewer. Embracing the voices and enthusiasm of our fans is
very important to us. Of equal importance to us was the ability to
incorporate the latest in supply chain optimization technologies to
enable us to more nimbly execute our retail strategy, said Mia
Rondinella, VP of Business Planning & Development at ABCEG. We selected
CafePress based on its proven experience engaging and monetizing mass
consumer audiences online as well as for its cutting-edge, seamless
technology solutions.
This new arrangement expands upon a licensing agreement announced
earlier this year which enabled fans of selected hit ABC television
shows to design and sell authorized show merchandise on CafePress.com.
Fans of ABC shows will continue to utilize the same online tools to
design their own merchandise according to official guidelines, and fan
designers will continue to receive a commission on the sale of each of
their items. Unlike the previous arrangement, popular fan designs will
enjoy increased exposure to the larger ABC fan community through
inclusion in the official ABC Online Store.
Our exceptional Print-on-Demand service means that ABC can have
literally thousands of goods available at any given time, because the
goods are only printed when an order is placed, comments CafePress Vice
President of Marketing Amy Maniatis. Our relationship with ABC is the
perfect way to facilitate real-time retail planning while engaging fans
with custom merchandise.
About CafePress
CafePress
is the world’s biggest destination for self-expression through
merchandise. Each month over 11 million shoppers visit CafePress to buy
or create custom
t-shirts, mugs,
posters
and other unique
gifts that reflect their interests, passions, beliefs and
affiliations
printed gifts