Mindy Grossman, CEO, HSNi

Mindy Grossman, CEO, HSNi

Over the course of my career I have learned that if you aren’t willing to disrupt yourself, you will inevitably be disrupted.  So at HSNi we are always intellectually curious, keeping the customer at the center of our strategy and finding ways to engage with her by delivering a unique curated product assortment and an enhanced shopping experience. 

It was only a few years ago when the industry was talking excitedly about the virtues of multi-channel retailing. The discussion quickly seemed to shift to omni-channel retailing, and now, in today’s retail environment it’s all about distributed commerce - a strategy that allows consumers to purchase any product, anywhere at any time.   We are starting to see the “buy” button across all devices – televisions, desktops, laptops, tablets, mobile and across social networks like Facebook, Instagram, and Pinterest.

I’m especially excited about distributed commerce, not for the ease with which it allows shoppers to transact, or its promise to fulfill our vision of true “boundaryless” retail, but because it mirrors our strategy to be both platform agnostic and audience-centric.  Distributed commerce represents a significant shift from a direct model of selling to one that is more indirect, agile and transparently seamless for the customer.   Distributed commerce allows us to maximize, differentiate and take advantage of our unique attributes as a live content retailer.

One other important trend in commerce that plays directly into our company’s heritage and core strengths is the growth and sophistication of visual storytelling.  While so many of our competitors are struggling to come up with the content to fuel a meaningful customer campaign, we find ourselves uniquely positioned by the legacy of being a 24/7 content machine.  We are developing unique and enhanced experiences across the customer journey while finding new and exciting ways to leverage this content to promote engagement and drive sales.

I am confident that we have made the right investments in optimizing our digital platforms and developing unique and compelling content to capitalize upon the strong foundation we have built and to continue to move the business forward.  We remain laser-focused on our customer, and the innovations and quality merchandise needed to consistently surprise and delight her.  I want to thank each of you for the role you play in partnering with us to curate unique products and deliver the joy and excitement of new discoveries every day.  

Wishing you and your family a happy holiday season.   

Best,
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Mindy Grossman, CEO, HSNi

Bill Brand, President, HSN

Bill Brand, President, HSN

As we head into the important holiday shopping season, we remain steadfast on our journey to "Lead the Future of Boundaryless Retail" by remaining committed to our goals of putting the customer first; creating engaging experiences; and providing her with unique and compelling products. With e-commerce now accounting for over 40% of our overall sales, and mobile at 20%, we are focusing on:

  • Optimizing our digital platforms
  • Creating unique, enhanced experiences
  • Adding personalization to the user journey and customer touch points, including an increase in the frequency of compelling marketing campaigns

As part of these investments, we have created a global programming strategy to further our efforts to engage with customers across our entire eco-system. In September, we produced our first-ever, digital-only live streaming event with wellness expert, Andrew Lessman. The new, innovative format’s informative and educational approach resonated with customers who had an average viewing time of nearly 20 minutes. Andrew discussed health and wellness issues, answered customers questions and offered a first-ever digital TS. We clearly have moved beyond the channel! We are now developing and executing unique shopping experiences simultaneously across multiple platforms from digital to mobile and from HSN to HSN2 and beyond.

Our strategic use of public relations and social media continues to provide us with distinctive opportunities to engage with current customers and build brand awareness with prospective customers. Most recently, we leveraged the Serena Williams fashion show across our digital and social platforms. We staged our first-ever “Front Row” live stream event with the New York Fashion Week runway show streaming live on HSN.com, as well as on Aol.com and Vogue.com. We gave viewers the opportunity to “shop the show” during and immediately following the event— and we also streamed a live Q&A with Serena via Twitter's Periscope. Serena herself streamed it live to her massive social following. This was our largest PR and social campaign to date and resulted in more than 3 billion media impressions!

Our partnerships and collaborations are an important part of our customer engagement strategy. To this end, we are extending our relationship with Margaritaville through a joint sponsorship of a New Year’s Eve concert with Jimmy Buffett in New York City, where we plan to stream the concert live on HSN.com via Margaritaville TV while simultaneously showcasing live feeds from the concert on air at HSN. We also worked with Barclays and Margaritaville to provide HSN customers early access to tickets for the concert through our digital channels.

In addition, we have new partnerships with the Ford Motor Company, HP, Aetna, the Universal Pictures film “Crimson Peak,” and many other world-renowned companies who view HSN as a unique marketing power through which they leverage our reach and trust with our customers.

Our mission at HSN is to deliver the joy and excitement of new discoveries every single day. We have to inspire her with new brands, new ideas and new experiences all the time. The challenging retail environment notwithstanding, we remain bullish on our prospects for the holiday season. Our customer file continues to grow and we are confident that our seamless, boundaryless retail strategy is well positioned to capitalize on the constantly evolving shopping habits of our customer.

Of course, we couldn’t succeed without strong, collaborative working relationships with each of you – our partners. I want to thank you for your trust in us, and the quality products you bring to our customers. I look forward to seeing you throughout the holiday shopping season!

Best,
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