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HSN to expand its mobile presenceBy
HSN, an interactive multichannel retailer, is using mobile marketing as a means of delighting and empowering its customers as well as to further build its mobile presence.
The retailer is using mobile marketing service provider Motricity’s mCore Gateway and Campaign Manager to power its mobile marketing campaigns. HSN claims it is the first retailer to offer live video streaming across three different screens – television, online and via mobile.
“We want to provide more opportunities for customers to interact with us however and wherever they choose and mobile is an important element of that,” said John McDevitt, vice president of advanced services at HSN.
“Motricity is a major player in the mobile space and provides us stability and reliability, which is important when sending a significant number of messages across a vast array of carriers,” he said.
Formerly known as The Home Shopping Network, HSN is an interactive lifestyle network and retail destination, offering an assortment of exclusive products combined with top brand names such as Lancôme, Serious Skin Care, Amedeo Scognamiglio, Wolfgang Puck and Kodak.
HSN.com currently ranks in the top 30 of the top 500 Internet retailers and is one of the top 10 most trafficked ecommerce sites.
Motricity will power HSN’s daily product specials that are delivered to subscribers three times per day along with HSN’s customer service alerts, which will update subscribers with shipping information on their orders via SMS.
The company’s mCore Gateway service provides secure mobile marketing campaigns and direct connections to U.S. wireless carriers for mobile content transport and premium billing services.
Motricity is a provider of mobile Internet services to eight of the top 10 carriers in the United States and three of the top 10 global carriers, including AT&T, Verizon Wireless and T-Mobile.
“Motricity provides us a greater amount of flexibility and expands the number of mobile promotional campaigns we can offer our customers,” Mr. McDevitt said.
The target demographic for the mobile marketing programs is the same as HSN’s overall demographic of which 83 percent is women between the ages of 35-55 who make $67,000 per year on average.
More than 50 percent of HSN’s customer base has mobile phones with text plans.
In August HSN launched a mobile commerce application for Apple’s iPhone and iPod touch.
Consumers who download the HSN Shop application can view HSN programming 24 hours a day, seven days a week nationwide.
HSN claims this is the ecommerce industry’s first live-video three-screen experience enabling consumers to browse and shop the network’s 35,000-plus array of products from home or on the go (see story).
“Our overarching goal is to better inform our customers about the products they are interested in and providing an enhanced customer service experience,” Mr. McDevitt said. “These plans will evolve over time.”
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