HSN takes on women and electronics

HSN.com targets women with a 48-hour electronics sale.

Stefany Zaroban

Consumer electronics are often considered a guy thing, but HSN is planning a 48-hour technology sale in late April aimed at its largely female audience. 

The event will run April 23-24 on HSN’s television shopping channel, HSN.com, as well as the retailer’s mobile commerce site and iPhone app. It will feature more than 100 items including printers, cameras, computers and gaming equipment from brands such as Sony, Lexmark, JVC and Acer.  

“When it comes to electronics, there really aren’t many retailers that try to pair the category with females,” says Sandy Conrad, head of merchandising for the electronics and home division. “But the female today is driving the majority of the purchases in the household. She is the influencer.”

HSN, No. 25 in Internet Retailer’s Top 500 Guide, plans to offer limited-time discounts and shipping promotions for the two-day event.  While the TV portion of the campaign will end after the two days, any leftover inventory will be available on HSN.com minus the discounts. Microsoft Corp. is sponsoring the event.

More than 50% of HSN’s sales come from its home category, which includes electronics, culinary and household goods.  Because women usually drive big-ticket purchases for the home, electronics companies see highlighting products on HSN as a way to access the female consumer, which is 83% of HSN’s audience, Conrad says.

The retailer posted $1.17 billion in online sales in 2010, a 14.7% jump from $1.02 billion in 2009.


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