At last week’s LIMA Retail and Branding Conference, I had the pleasure of meeting Bill Brand, EVP of Programming, Marketing and Business Development at HSN. In his presentation, Bill outlined how HSN has transformed into an innovation network by building an enviable level of customer engagement with its loyal customers and those new to the experience. Following the event, I spoke with Bill further about how HSN is connecting content with commerce.
Carol Spieckerman: You talked a lot about the demographic sweet spot for HSN, which skews a bit older. Your HSN Arcade gaming platform is targeted at over-30 casual gamers as well. Do you have a strategy for capturing the attention of a new generation of HSN shoppers?
Bill Brand: Our strategy is much more about the psychographics than the demographics because it’s really about what’s going on in a customer’s life as she’s approaching her 30s, and what is changing. She has a lot less time. She’s married and having kids. And she doesn’t have the free time to wander through an entire mall and hit all the specialty stores so she’s shopping the end-caps. She’s shopping with us at that point because she can do it on her own time at any time, and on any device.