CTR
Average cart value
Products per cart
NBCUniversal wanted to evolve its affiliate model by turning high-intent content into direct, measurable commerce. Traditional affiliate links lacked context, multi-product functionality, and full-funnel insights limiting ROI for both NBCU and retail partners like Target.
NBCU needed a smarter way to:
Make editorial content instantly shoppable
Provide deeper data visibility
Increase conversions and basket sizes
Strengthen retailer partnerships
Smart Cart | Real-Time Insights
NBCU partnered with Northfork to power a contextual shopping layer directly inside TODAY.com.
Northfork enables:
Multi-product bundles surfaced within content
Live stock & pricing pulled from Target
One-click cart creation with seamless Target checkout
Real-time analytics across the full shopping funnel
This transforms standard affiliate linking into frictionless contextual commerce letting viewers shop what they see without leaving the content.
METRIC | RESULT | IMPACT |
CTR | 33% | TODAY.com → Target carts |
Avg Cart Value | $67.40 | Higher-value sessions |
Items Per Cart | 2.9 items | Strong attachment rate |
Conversion | +25% | vs. legacy affiliate setup |
We finally have visibility across the full funnel from impression to cart.
Commerce Partnerships Lead, NBCU
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