December 29, 2009, 12:00 AM

Shopping HSN via TV remote control now in 20 million homes

TV and web retailer HSN extends its buy-by-remote service to millions more homes in deals with Verizon and Comcast

Buying items seen on TV using a remote control from their couch is no longer a thing of the future for millions more consumers.

TV and web retailer HSN announced deals last month with two major cable TV operators, Comcast and Verizon, bringing the number of U.S. households where consumers can shop with their TV remotes to 20 million. A consumer already registered with HSN can complete a purchase in about 30 seconds, the retailer says.

“You’re already watching TV, you might as well use the TV to check out,” says John McDevitt, vice president of advanced services at HSN, the division of HSN Inc. that includes e-commerce site HSN.com.

HSN began testing its Shop by Remote system with cable operator Time Warner in Hawaii in 2006 and with satellite TV operator Dish Network in 2007. The deals with Comcast and Verizon significantly expand the availability of the Shop by Remote system, and McDevitt says HSN is continually in conversations with other cable TV system operators.

Shop by Remote represents only a small percentage of HSN’s sales, but it’s growing, and customer satisfaction ratings are high, McDevitt says. “The convenience of it is what’s driven the customer satisfaction,” he says. “In follow-up surveys the things that keep coming through are that it’s easy, convenient and safe.”

don@verticalwebmedia.com

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