The Art of Experiential Shopping

Following the launch of its digital site redesign earlier this year, Home Shopping Network Inc. (HSNi) finished the second quarter with a 10% increase in digital sales and 71% increase in mobile sales penetration. HSNi attributes its strong results to the uniqueness of its customer experiences and the power of its digital platforms, which it continues to optimize.

By mid-June, mobile sales for 2013 had exceeded $100 million, a milestone that wasn’t reached until the end of the third quarter last year. Mobile sessions and sales have reached all-time highs, as did mobile sales penetration, which now represents more than 10% of HSNi sales.
“We delivered on our overall strategy of more experiential shopping,” said Mindy Grossman, CEO of HSNi. “That means offering rich content experiences, optimizing each touch point then informing, educating, inspiring and entertaining our customers. We finished the second quarter with our highest active customer file size on record and experienced the highest quarterly new customer growth in five years.”

Reshaping the Customer Experience
While an improvement in digital sales was expected with the launch of the digital redesign in January, HSNi continues to reshape the retail experience and exceed its own expectations.

With social media as a core strategy around engagement, loyalty and consumer awareness, as well as an effective way to communicate with customers, HSNi’s application of smart and creative content enabled the retailer to triple its reach and double its engagement on Facebook.

The HSNi Arcade had more than 140 million game plays and is being used to promote cross-marketing initiatives. For example, the retailer reached 11 million impressions and more than 70,000 sweepstakes entries through its Norwegian Cruise Line partnership via the Arcade.

The retailer will launch a shoppable lookbook and jeans shop, which includes expanded brands and the ability to shop by style and fit. For the first time, HSNi will integrate fashion and technology into the product and user experience. Additionally, through a social campaign customers will upload photos of their HSNi fall look.

“As you know, the retail industry is undergoing a transformation, one that revolves around creating a seamless customer experience across all platforms,” said Grossman. “At HSNi, we’re at the heart of this transformation as we work to redefine the experience of shopping. Everything we do influences that experience and our ability to compete in today’s world. And how we organize ourselves to grow the business and drive operating efficiencies is critical.”
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