January 23, 2008, 12:00 AM

The marriage of TV and e-commerce continues at HSN.com

Six months into a web site redesign HSN is learning a few things about its web shoppers. The biggest takeaways: online shoppers like the bigger product assortment and more targeted content including videos.

Six months into a web site redesign HSN, formerly Home Shopping Network, is learning a few things about its web shoppers.

For instance, HSN.com has high brand awareness with its shopping base, with 68% of visitors typing HSN.com directly into a browser when accessing the site. Shoppers also like the new emphasis on videos that draw on the network’s celebrities, experts and hosts who function as guides throughout the site. Each storefront is hosted by an expert who leads visitors to new products, new features trends and tips. In cooking, for example, chefs Wolfgang Puck, Emeril Lagasse and Todd English appear on videos shoppers can choose to watch. The fashion section features designers Wayne Scot Lukas, Carlos Falchi and Randolph Duke.

“We have the advantage of a $60 million video production asset and we rebuilt the web site to take advantage of that asset,” says William Lynch, executive vice president and general manager of HSN.com, No. 26 in the Internet Retailer Top 500 Guide.

TV shoppers like to make instant purchases so HSN.com has been updated with a new real-time data feed that continually lists the most current products sold on the air. HSN also learned that online shoppers wanted more merchandise and the company complied by adding 6,000 new SKUs in categories such as jewelry, fashion and beauty and bringing HSN.com’s total inventory to about 30,000 SKUs.

HSN is also now using live models to shoot videos and pictures for product pages and during the redesign rebuilt merchandising pages with enhanced search and rich media. Specifically, when a shopper clicks on a product page she now sees all of the available styles, colors and price range, enhanced with customer reviews, shipping options and additional product recommendations. “With the relaunch, we’ve harnessed web technologies to take the experience to a new, dynamic, interactive platform,” Lynch says.

HSN spent nine months working with Organic Inc., a New York web site design firm, to retool HSN.com. In coming months, parent IAC/InterActive Corp. will spin off HSN and other business units into separate public companies. The proposed spin-offs are expected to be completed in the second or third quarter of 2008, IAC says.

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