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HSN bolsters sales via mobile bar codes

Consumers can download a QR code reader to shop the collection. The Queen Latifah collection is available exclusively on HSN on Aug. 27.

“Queen Latifah is an icon of style and we are excited to have her debuting on HSN later this month,” said Jill Braff, executive vice president of digital commerce at HSN, St. Petersburg, FL.

“We have developed a comprehensive 360 multi-platform campaign for the launch that encompasses all of our numerous consumer touch-points including print, online, broadcast, direct-to-consumer, PR and mobile,” she said.         

“By using QR codes within our print advertising, we can leverage the interest generated from that ad – we make it quick and easy for our customers to go directly to a place on our mobile site where they can learn more about the products they see in the magazine and then shop those products as well as an expanded assortment from the collection.”

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.

Scan me
The QR code is featured on HSN’s static ad in Glamour’s September issue.

When consumers scan the mobile bar code, they are redirected to a mobile landing page where they are able to view the collection – when available – and watch a video featuring Queen Latifah as she discusses her collection.

“Mobile is HSN’s fastest growing sales channel with a significant number of our customers using their mobile devices as a second screen when watching HSN,” Ms. Braff said.

“Mobiles revenue through May 2011 has already surpassed 2010 in total and QR codes are a great example of why,” she said. “It’s a shortcut to the content people are interested in. 

“This innovative marketing device is a way to get new and existing customers quickly and conveniently to the content and products that piqued their curiosity – and now they can explore and shop those products even more easily.”

Additionally, through the mobile site, consumers can watch other videos, shop other collections and looks and add their favorite items to the My Favorites section.

Consumers who are looking for something in particular can also use the search function to filter their request.

“We believe in boundaryless retail,” Ms. Braff said. “We work hard to deliver compelling shopping experiences across our numerous platforms including television, online and mobile.

“We give our customers the opportunity to experience HSN on her terms, whenever and wherever she chooses, and mobile plays a key role in that,” she said. “Whether it’s via her smartphone or tablet, we provide a seamless, personalized experience that is engaging and compelling to her.”