August 18, 2009, 12:00 AM

HSN develops a mobile shopping app

Along with enabling shoppers with an iPhone to purchase online, HSN’s mobile app also lets users store items for later purchase and e-mail a friend.

HSN Inc. is joining the growing ranks of web retailers going mobile.

The TV and online retailer, No. 26 in the Internet Retailer Top 500 Guide, launched a new mobile application available for download at HSN.com or at Apple Inc.’s popular App Store.

Once the app has been downloaded to an iPhone or iPod Touch device, consumers can shop, get product recommendations, watch live HSN programming or view archived videos.

"Our customer is fashionable and discerning and thrives on information, ideas and discovery," says HSN CEO Mindy Grossman. "This new iPhone app now allows our customer to take HSN with her anytime, anywhere, and be that reliable, `on-the-go` resource for lifestyle information."

In addition to making its mobile app commerce-enabled, HSN also added other advanced features, including an E-mail a Friend tool and a function that lets shoppers store items for later purchase. To make its app easier to use, HSN added a downloadable tutorial that shoppers can access to learn how to navigate the app and use all features and functions.

“The loyalty of our customer base has been predicated in large part on a unique ability to engage them in all aspects of their lives, and the addition of a mobile `third screen` opens up an entirely new dimension for interaction,” says HSN executive vice president and general manager of online and advanced services Brian Bradley.

HSN used live streaming technology from Inlet Technologies to build the mobile app and will market its new m-commerce app on its TV programs and through targeted promotional campaigns, the company says.

“The HSN shop app brings with it a set of new features, including the interactive shake2shop, which, with a simple shake of the device, generates random product recommendations as well as deals and promotions targeted at HSN`s mobile customers,” HSN says.

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