Branded content has been a marketing trend that took the fashion retail industry by storm over the past year. Not to be outdone by their online competitors, television retailers like HSN, QVC and ShopNBC are using new and innovative multichannel marketing tactics in order to raise their profiles with the online audience.
Leading this new multichannel approach is HSN. The retailer is changing — if not completely redefining — the meaning of home shopping with its new online product distribution channels. In particular, its use of the iPad and YouTube as social marketing and educational tools is impressive. The company is one of the largest video content contributors to YouTube (their channels host a massive library of more than 60,000 videos) and is the first of the home shopping networks to release an interactive iPad application that acts as a companion to the television and mobile shopping experiences it creates for its customers.
However, even more intriguing than HSN’s bold push into the mobile and social spheres is the company’s recent gamble on fledgling consumer product entrepreneurs and its experimentation with crowdsourcing.
The leverage of these retailers have is nothing to sneeze at. Designers and cosmetics companies can sell more product (by volume) via these outlets in one hour than they can in one year in a department store. And now, as the marketing of apparel and beauty products bleeds into the consumer electronics world, the model is ripe for innovation.
Here’s how HSN is changing the game for consumer products and developing a new product pipeline that goes all the way from...
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