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HSN Mobile complements apps with new mobile shopping site

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June 30, 2010

HSN expands its reach to the mobile Web

HSN expands its reach to the mobile Web

Interactive multichannel retailer HSN Inc. is launching a mobile-optimized version of the retailer’s top-ten trafficked ecommerce site HSN.com.

Going live tomorrow, July 1, the HSN mobile site will be available on all Internet-enabled mobile devices and is a key element of HSN’s comprehensive, multichannel strategy designed to provide consumers with a compelling shopping experience whenever and wherever they desire.

“HSN is committed to being a leader in transactional innovation as we create new ways to service our customers on their terms, whenever and however they want to shop,” said Brian Bradley, executive vice president of advanced services at HSN, St. Petersburg, FL.

“Based upon how our customers have responded to the recent launches of our HSN Shop app for iPhone, iPod touch and Android devices, as well as the larger than expected traffic we are already seeing from mobile browsers to our traditional site, we see opportunities within the mobile space and consider it a key component of our multichannel strategy,” he said.

“The HSN mobile site provides a much better shopping experience for mobile shoppers and gives them the tools they need to browse, view and shop for their favorite HSN items.”

Interactive multichannel shopping network and retail destination HSN offers live streaming video on three screens: TV network, which broadcasts live to 95 million households in the United States in HD 24/7; HSN.com, an ecommerce site featuring more than 15,000 product videos; and mobile via its applications.

HSN’s target demographic on mobile is equivalent to its demographic watching its TV channel and shopping on the HSN.com PC site: 83 percent female, 25–65-plus years of age, 52 percent in the 35-54 age bracket and $65,000 average household income, with the top three markets being New York, Los Angeles and Chicago.

Mobile shopping site
Mr. Bradley said that in today’s retail marketplace, offering a true multichannel experience is crucial to achieving success.

HSN Mobile is designed to enhance customers’ ability to shop via their mobile phone, offering all smartphone users an experience that is similar to what is currently available via the HSN Shop application for iPhone and Android devices without the need to download any software.

Those with handsets that support streaming video will be able to view HSN’s live broadcast, as well as product demonstrations and original content that is currently available on HSN.com. 

Customers will also have the ability to search and access products, including HSN’s special value of the day “Today’s Special,” which will be called out on the home page. 

Additionally, users will be able to create a new account and complete transactions, all via the mobile site.

The site uses the same method to handle transactions as the HSN Shop application, which is based on custom-built APIs that hook directly into the HSN.com checkout functionality.

New and existing customers will have the ability to transact directly within the mobile site.

Currently, new customers have to call to order within the HSN Shop application.

HSN plans to expand the features available on HSN Mobile in the future to include more of the offerings available to HSN.com users, including the HSN Program Guide to view upcoming must-see shows and sign up for email alerts from their favorite brands

Additional applications will vary based on specific mobile devices. 

Mr. Bradley said that being in 95 million households gives HSN a tremendous opportunity to raise awareness of all of its mobile applications and its mobile site via its TV channel.

Additional promotional avenues include HSN.com and via a comprehensive email program HSN currently has in place.

“We are excited to offer an engaging experience similar to what is currently available via the HSN Shop application for iPhone and Android devices to a much broader market of smartphone users, without the need to make any downloads,” Mr. Bradley said.

“We are excited about the opportunity that HSN Mobile brings to our business and will continue to evolve the site with new features for our customers to enjoy based upon their feedback,” he said.

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Dan Butcher is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach him at dan@mobilemarketer.com.

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