Open Launches Interactive “Department Store”

Open has signed agreements with 35 new content providers whose goods will be available through the platform’s latest launch. Open Extra, an interactive “department store” will initially offer 300 products aimed at women and their families, hoping to entice shoppers in the run-up to Christmas.

Included in the line-up are Dorling Kindersley, Girl Heaven Limited, Alton Towers, Ministry of Sound, Halfords, and Adams but the list of retailers will be added to in the coming months, further increasing the diversity of the service. Postage and packing for products will cost £2.95 and delivery will take up to four working days.

A number of internet-based companies are also included in the line-up, including Crocus.co.uk, Thinknatural.com and Online Golf. A recent survey from BMRB showed evidence of a crossover between television and internet shopping (see Interactive Services Work With The Internet, Says Survey).

Jon Florsheim, managing director of Open, which is 80%-owned by BSkyB, said: “Open Extra marks the beginning of another important step in revolutionising retailing electronically. When we launched Open we had the idea of developing a new store within the platform that complemented our anchor tenants and gave us the opportunity to add more variety and choice.”

Open: 020 7332 7000