E-retail these days means social, mobile and games

HSN’s CEO will explain at IRCE how e-retailers can reach more shoppers.

Kevin Woodward

A sharp web site alone is not enough to ensure that a retailer gets its product in front of consumers. Social media, mobile commerce and gaming all are changing consumers’ retail expectations, says Mindy Grossman, CEO of TV and web retailer HSN Inc.

Grossman will speak about the role of technology and how it influences the way consumers shop during her keynote presentation June 6 at the Internet Retailer Conference & Exhibition 2013 entitled “How boundaryless retail drives 21st century success.

“Technology has become an integral part of our business,” Grossman says. “Social, mobile and gaming technologies are all contributing to a shift in what customers expect and demand from retailers.” In an example of how HSN has responded, the web and TV retailer added video games to its web site in 2011. HSN is No. 26 in the Internet Retailer Top 500 guide.

Shopping is changing, she says. “You need more than multiple channels. You need an immersive experience that drives engagement,” she says. During her nearly seven years at HSN, Grossman has worked to create a retail experience that “combines content, community and commerce to engage consumers wherever and whenever they choose to shop at HSN.”

Earlier this year, HSN debuted a revamped e-commerce site that promotes interaction among consumers, enabling them to browse and shop online with their web-enabled mobile devices and share comments and other content with family and friends. HSN updated its mobile commerce site, too. “The companies that know how to harness technology—mobile, social and gaming—and couple it with consumer insights and analytics will drive the new retail landscape,” Grossman says.

Attendees at her keynote presentation will learn more about knowing the customer and ways to create engaging experiences that go beyond the transaction, Grossman says. “Our vast database of millions of customers, our understanding of their needs, preference and lifestyles allows us to use all of our platforms to create shopping experiences that engage her,” Grossman says.

Internet Retailer editors asked Grossman to speak because of her work at HSN, where e-commerce sales have increased 68% to $1.33 billion in 2011 from an estimated $792 million in 2006. A 35-year veteran of the retail and apparel industries, Grossman previously worked at Nike Inc., where she served as global vice president and led Nike's $4 billion apparel business from 2000 to 2006.


e-commerce technology, HSN, IRCE 2013, m-commerce, Mindy Grossman, mobile commerce, online games, site redesign, social media