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Discovery Commerce Partnership with DecisionStep Yields 75% Increase in Telescope Sales for Shoppers Seeking Assistance


Online telescope customers convert at a significantly higher rate when using DecisionStep’s interactive product selection module.

Beltsville, MD – April 6, 2007 – DecisionStep, the leading solution for facilitating online consumer purchase decisions, today announced that the introduction of the company’s interactive product selection module increased year-over-year telescope sales at the online Discovery Channel Store ( by more than 75% for those consumers seeking additional decision-making assistance on the site.

“In Spring 2006 we added DecisionStep’s functionality, which we refer to as our ‘Telescope Finder,’ to the site to help customers narrow down the selection of scopes we offer based on a variety of criteria,” explains Kathy Greif, Director of Online Merchandising for Discovery Commerce. “We had telescope comparison charts online for years but wanted a more robust and user-friendly tool, specifically to help beginning & intermediate telescope users identify the qualities most important to them. While the site overall showed a modest increase in telescope sales year-over-year (about 14%), the DecisionStep tool, combined with our existing comparison charts, showed a significant increase in sales -- over 75% (compared to 2005’s charts alone).”

DecisionStep’s Purchase Decision Solutions for Online Retail assist online consumers who know they have a need, but are not certain which specific product to buy. The company’s Rich Internet solutions are embedded into a retailer’s web site and support the education, exploration and evaluation stages of the consumer decision-making process. “Making a final purchase decision is a complex process that can be very different depending on the type of consumer,” said John Jackson, DecisionStep’s President and CEO. “Our approach of optimizing the purchase-decision process based on the specific product line, different types of users and the individual retailer has been integral to the success of the Discovery Channel implementation.” According to Kathy Greif, “DecisionStep has been an incredibly flexible and respondent partner to work with.”

About Discovery Commerce
Discovery Commerce extends the Discovery experience through a broad array of engaging and entertaining products and services. Discovery’s retail channels include a nation-wide chain of Discovery Channel Stores, the Discovery Channel Store catalog, robust online shopping ( and direct-to-consumer businesses, and strategic third-party retail and merchandising partnerships. Discovery Domestic Licensing translates network brands and signature series into a wide array of innovative products that are sold through well-known, third-party retailers. DCI`s ownership consists of four shareholders: Discovery Holding Company (NASDAQ: DISCA, DISCB), Cox Communications, Inc., Advance/Newhouse Communications and John S. Hendricks, the Company`s Founder and Chairman.

About DecisionStep
Working with leading Top 500 online retailers and consumer brand manufacturers, DecisionStep assists millions of online consumers through the process of making a purchase decision. The results are significantly higher sales for DecisionStep’s clients and increased satisfaction rates for their customers. For more information about the Purchase Decision Solutions for Online Retail, including interactive product selection, dynamic brochure generation, decision tracking and other modules, please visit


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