HSN Relaunches Digital Platforms

HSN today re-launched its Web portal and mobile applications, saying it has improved the customer experience by making the retailer’s platforms faster, more efficient and involving social media more extensively. The network said a comprehensive, multi-platform digital redesign has been in development for more than a year.

“Through our redesign HSN will further integrate content, community and commerce to create a unique shopping experience that you won’t find anywhere else,” Jill Braff, executive vice president of digital commerce at HSN, said in a release. “HSN now has the framework necessary to continuously deepen and extend its unique storytelling capabilities.”

To help promote the relaunch, HSN CEO Mindy Grossman rang the NASDAQ opening bell today, where a NASDAQ official noted that HSN (ticker: HSNI) launched on the exchange in 2008 and has recently hit all-time highs in the $58 range. The stock was up nearly 4%, to $60.38, by around 1:45 p.m. today.

The new redesign integrates HSN’s social communities prominently through all of the retailer’s platforms via leading social media curator Mass Relevance, the 96-million-home TV network said, allowing customers to share  product finds, thoughts and reviews with  friends "and influence shopping in real time." For example, “The 20” lists 20 curated products on the site, from which customers and fans can vote for their favorite item. At midnight, HSN will tally the votes and those who voted for the winning product will be entitled a discount on their purchase of that product.

HSN’s platforms now offer a  new look and feel designed to enhance the online experience and deliver greater shopping ease with a simplified user interface and user-friendly "shop by category" options, the retailer said.  Site navigation that is more intuitive allows customers to quickly find their favorite brands, personalities and information on exciting events. Favorites can be found across all digital channels from website to tablet to smart phone.

HSN’s redesign includes significant technological improvements to the company’s content and software architecture as well.  “Mobile continues to be our fastest growing platform so we know that is where our customers are engaging with us," Braff also said in the release. "Now even faster and more efficient, we have built the kind of personalized experience our customers crave. Whether it’s a smartphone or a tablet, we are committed to providing the same content rich experience on her terms, whenever and wherever she chooses.”