Shop At Home Buys dbaDirect Solution

Shop At Home Inc., a television retailer of consumer products, has named dbaDirect Inc., Cincinnati, to manage its databases.

The Nashville, TN, TV shopping network will use dbaDirect's Informant and Controller services to monitor and manage its order management, inventory and purchasing systems databases.

Shop At Home, a multichannel retailer, sells via broadcast, cable and satellite TV as well as through It claims to reach more than 61 million unique cable and satellite TV households in the United States.

With the dbaDirect initiative, Shop At Home aims to boost around-the-clock customer sales and service. The network does not require more staff.

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