November 3, 2003, 12:00 AM

HSN.com builds closer ties with HSN TV

In a move to retain customers and increase their spending in a multi-channel environment, HSN.com re-launched today with features including a live view of HSN TV broadcasts. And what shoppers miss or can’t buy on TV they can browse and purchase online.

 

In a move to retain customers and increase their spending in a multi-channel environment, HSN.com re-launched today with features including a live view of HSN TV broadcasts. And what shoppers miss or can’t buy on TV they can browse and purchase online.

"HSN.com is extremely effective at attracting new customers who will watch our network, but prefer to shop online," said Paul Guyardo, executive vice president of TV and marketing. "By combining the TV and online experience, we can ultimately drive multi-channel shopping behavior which translates into higher satisfaction, lower churn and greater spend."

The web site will cross-merchandise complementary items to products shown on TV, HSN says. “We may offer a jacket on a TV show, and then tell viewers that if they want to view or purchase related items to log onto HSN.com,” a spokesman says. “So we don’t have to use TV air time to show all our products.”

He adds that all products shown on TV will also be available online, though not all products shown on HSN.com will be available through TV. HSN.com will eventually allow visitors to download taped TV shows.

HSN, which lists 5 million active customers in both channels combined, said it has also improved site navigation on HSN.com to make it easier for first-time users to search its database of 22,000 products, including some that are exclusive to the web site. It has also increased the amount of space on HSN.com for merchandising and promotional campaigns.

HSN said it will “rely heavily” on its TV network to promote multi-channel shopping. Its multi-channel promotional efforts will include new shopping shows broadcast on TV as well as shown live on HSN.com.

 

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