Digital sales generate 55% of HSN’s overall sales, and the retailer is looking to new platforms, such as Facebook Live, to acquire customers.
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Mason also says very intelligent mobile professionals are key to Branding Brand’s lead. He says it has been very helpful for recruiting to be in Pittsburgh near Carnegie Mellon University, which offers advanced programs in computer science and mobile commerce.
In December 2013, 39.6% of visits and 18.3% of revenue for 18 select Branding Brand retailer clients were mobile, the company reports.
“Many of our clients have already crossed the 50% mark for mobile traffic, and we expect almost all will get there by the end of this year,” Mason says. “Consumers are spending more time on a multitude of mobile devices engaging with brands to make a purchase. Additionally, mobile devices are often used to research information for an in-store sale—this highlights how traditional bricks-and-mortar retailing is getting increasingly complex. Now, retailers have to provide better experiences across a multitude of touch-points, including the in-store experience, which must be made mobile-ready.”