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HSN uses QR codes on-air to let consumers shop via their TV

The QR codes will appear live on HSN HD during its bi-annual Innovation Weekend starting Oct. 7 through Oct. 10. The event will debut new products from brands such as Sony, Lexmark and Samsung.

“HSN is committed to offering innovative products to our customers and finding new and exciting ways to enhance the shopping experience,” said Jill Braff, executive vice president of digital commerce for HSN, San Francisco.

“We want to make their interaction with HSN as convenient as possible,” she said. “It should be tailored to their needs and desires and available where they choose to shop to drive engagement.”

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

Scannable TV
The QR codes will be featured on HSN’s HD channel which currently reaches approximately 43 million households.
The event will feature hundreds of products, each with its own QR code.

When consumers scan the QR codes from their TV screen, they can access the product information page on their mobile device, learn more about the product and buy it via their handset.

The four-day event features dozens of name brands and several premiers, including the world launch of the Honeywell 24? 1080p LCD TV with built-in DVD player, the debut of the Samsung Dart Android smartphone and the launch of the 8? Nextbook with Android 2.3 and Flash 10.

An exclusive Sony Skype TV bundle is also debuting during the event, which includes a Sony Bravia 46? Ultra-thin 3D Ready LED TV with built-in Wi-Fi and a Sony Skype camera, enabling customers to Skype from their TV to any Skype-enabled device.

“Incorporating QR codes into our television programming allows us to provide viewers with a quick and easy path to purchase and get more information about the item they are watching on TV,” Ms. Braff said.

“We are finding that more and more customers are using their mobile devices as a second screen while they are watching our broadcast, so it just makes sense,” she said. “We also see QR codes as an opportunity to extend and enhance HSN’s brand with additional content.”

Word of mouth
When HSN’s HD customers tune in this weekend they will notice the new graphic at the bottom right of their screen.

The company also has a section on its Web site that educates its customers to what QR codes are and how they are used as well as a link to download a QR reader.

Additionally, there are numerous host mentions and demos throughout the weekend on-air.

“Mobile is the fastest growing part of HSN’s business and women turn to HSN for guidance with technology,” Ms. Braff said. “We offer them trusted experts who speak their language and make it easy to understand.

“Our strategy focuses on customer convenience and making the HSN shopping experience as easy as possible for them,” she said. “We know that brands can no longer wait for customers to come to them to shop.

“We need to proactively reach out to our consumers, both current and new to experience HSN on their terms, anytime and anywhere.”

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York