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HSN, Universal Pictures strengthen mcommerce presence via multichannel shopping experience

March 28, 2012

Multichannel retailer HSN has partnered with Universal Pictures to create a multichannel shopping experience that promotes the upcoming “Snow White and the Huntsman” film and lets consumers buy looks inspired from the movie across all devices.

Top designers in beauty, jewelry and fashion including Deborah Lippmann, Heidi Daus, Loree Rodkin and Ranjana Khan have all created collections inspired by the film. The one-time multiplatform event will be live on HSN, and HSN Mobile on May 30.

“HSN’s overall entertainment strategy is to infuse storytelling while entertaining customers with engaging content and unique retail experiences,” said Ed Deutscher, vice president of digital commerce and emerging platforms at HSN.

“This creates a deeper connection with customers than just a preview or branded product alone – this is a full and interactive experience,” he said. “We felt that there was a huge opportunity around HSN’s partnership with Universal and the actual event for mobile to lead first.

“With mobile, we are committed to giving our customers the opportunity to experience HSN on her terms, whenever and wherever she chooses. We are dedicated to providing a seamless, personalized experience that is engaging and compelling to her.”

Headquartered in St. Petersburg, FL, HSN is an interactive multi-channel retailer, offering a curated assortment of exclusive products and top brand names to its customers.

NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks.

Event of the season
The HSN event will only take place for one day.

According to HSN, its designers will bring the movie to life with a curated assortment of exclusive products reflecting the spirit of the film.

Throughout the 24-hour event, consumers will be able to purchase jewelry, fashions and home accessories through different channels such as TV, HSN’s Web site and its mobile properties.

Additionally, users can browse special features, videos and check out the community boards to see what other users are saying.

“With people’s excitement building towards the movie launch, we wanted to provide her an opportunity to be the first to know about exclusive movie content and product inspired by the movie,” Mr. Deustcher said.

“Mobile provides the perfect vehicle to communicate with her in an ongoing and timely fashion,” he said. “We also rebranded our mobile game, spin2win with creative from the movie to further drive engagement.”

Mobile efforts
HSN is no stranger to mobile.

Last year, the company’s strategy of pairing content with commerce in mobile helped drive its mobile sales, traffic and customer acquisitions (see story).

In October, HSN is featured on-air retail QR codes that let consumers shop with their television in a new way. The QR codes appeared live on HSN HD during its bi-annual Innovation Weekend during Oct. 7 through Oct. 10. The event debuted new products from brands such as Sony, Lexmark and Samsung (see story).

Most recently, HSN teamed up with PlayFirst to roll out a new update to the Cooking Dash application that incorporates chef Emeril Lagasse’s cookware and kitchen electrics line and lets players buy the products without leaving the app.

The Cooking Dash app, which is available on iPhone and iPod touch devices now includes a new restaurant venue called “HSN Cooks with Emeril.” The new venue showcases an Mr. Lagasse avatar and let players interact with virtual representations his cookware and kitchen electrics line (see story).

“Mobile is currently HSN’s fastest-growing channel and because of this we are seeing growing sales and traffic penetration across our mobile offerings,” Mr. Deustcher said. “As a leader in transactional innovation, we view mobile as an extension of our overall digital shopping experience.

“We look at mobile as a key anchor of the HSN Everywhere strategy that complements all platforms,” he said. “That is always a priority.

“By offering a way to access HSN product via mobile or tablet devices, we are ensuring that the HSN customer is never more than a click away from being able to access her favorite products and brands.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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