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HSN cements mobile strategy with 360-degree multichannel campaign

The company has partnered with House Beautiful magazine for the new House Beautiful Marketplace initiative. The multichannel campaign will feature thousands of home furnishing items, including furniture, lighting, rugs, wall art and accessories, which consumers can shop via their mobile devices.

“HSN has developed a 360 marketing campaign to promote the House Beautiful Marketplace,” said Karen Varga-Sinka, a spokeswoman for HSN, St. Petersburg, FL.

“It includes print ads and items being featured editorially within the pages of House Beautiful magazine, on-air mentions on HSN TV, banner ads on the House Beautiful site, dedicated emails, SEO and mobile alerts,” she said.

HSN is an interactive multichannel retailer, offering a curated assortment of exclusive products and top brand names to its customers.

House Beautiful is an authority on American home design and decoration, reaching more than seven million readers every month.

Mobile style
Through HSN’s mobile offerings, including the company’s mobile site and apps, consumers are able to shop the House Beautiful Marketplace.

Each month, the House Beautiful Marketplace on HSN will feature a “House Beautiful Picks” section, which features items hand selected by the magazine’s editors.

According to HSN, the partnership with House Beautiful magazine lets consumers shop through a variety of channels – on-air, online and via their mobile device.

“The House Beautiful Marketplace further establishes HSN as a go-to destination for compelling design and décor items and we are excited to partner with such a well-respected publication,” Ms. Varga-Sinka said.

“The HSN consumer is always searching for unique shopping experiences that delight and entertain, so we knew that she would appreciate the incredible collection of products we are offering that speak to today’s trends,” she said.

Past efforts
Recently, HSN partnered with Universal Pictures to create a multichannel shopping experience that promoted the upcoming “Snow White and the Huntsman” film and let 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 took place on HSN, and HSN Mobile on May 30 (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,” Ms. Varga-Sinka 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,” she 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