K-tel International Inc., Minneapolis, has launched an e-commerce Web site in Germany that will cater to the Central European market of Germany, Austria, Switzerland and German-speaking Poland. The company has combined Dominion Vertriebs GmbH, its German direct response marketing company, with the newly launched e-commerce site, to form K-tel Shopping GmbH.
The K-tel Shopping site has been launched with 11,000 K-tel-owned songs. In the coming months, the K-tel site will be expanded to a full line of German and English songs catering to the German, Austrian and Swiss markets and also plans to add more than 20,000 songs controlled by K-tel. The company is also in discussions with other suppliers to broaden the product base to include books, videos and fitness equipment.
K-tel said its brand name has strong recognition in Central Europe and is well known for music and fitness equipment sold through infomercials. The German subsidiary has a call center, warehouse, fulfillment operations and a database of 1.8 million consumers.
The company said it will drive traffic to its Web site by adding a tag line to the infomercials it already runs.
According to a study by Jupiter Communications, Germany is the European leader in e-commerce sales, with 7.5 million users, 14% of whom shop online.
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