CEO Supper Club: Is TV finally a sustainable way to acquire ecommerce foot traffic?

By Sarah Lacy , written on February 27, 2013

From The News Desk

Throughout our dinner with some of New York's ecommerce leaders, One Kings Lane's Doug Mack couldn't stop talking about TV. In our clip yesterday, he was the lone CEO at the table who said he'd rather own a TV network than a brick and mortar store.

Today, he explains why. Part of it had to do with the single best customer acquisition performance OKL has ever seen: a paid placement in a Bravo show where OKL's stylists were seen haggling for goods in London market. Invesntory sold out in about seven minutes, he said.

Neil Blumenthal of Warby Parker backed this up with his own experience doing segments on "The Today Show" versus "CBS This Morning." While "The Today Show" has much greater reach, Gayle King and Charlie Rose did a vastly better job with the story and conversion was way better.

The key to this being a sustainable way to market -- not just buying up dumb and expensive TV ads like the dot coms -- is the link between the TV and mobile. More in the clip.