Once a mere shopping channel, HSN now considers itself a “premier interactive lifestyle network and retail destination” with an innovative new private label credit card program for its “best” customers.
Customer appreciation events, sweepstakes, coupons, reward certificates and flexible financing benefits await shoppers, tempting the eye — and the pocketbook — with fashion, accessories, beauty products, kitchen goods, electronics, décor, crafts and more. All that brings in nearly $3 billion in annual sales for the multi-channel retailer based in St. Petersburg, Fla. — with 34 percent now coming through www.HSN.com.
The credit card program, developed with the help of loyalty marketing services firm Alliance Data, “dovetails so well” with HSN’s mission of delivering “joy, excitement and new discoveries for our customers,” says executive vice president of programming, marketing and business development Bill Brand.
“It’s all about personalization and access,” he says. Inside a customer’s HSN.com portal, “she may find free shipping and handling offers, information on events … even a special financing offer. These special opportunities keep her very engaged in our world.”
And that world, says Alliance Data chief client officer Melisa Miller, is full of surprises — including just how “best” an HSN best customer is. “She is very focused, very connected with the hosts and hostesses and almost spiritual in her shopping behavior,” Miller says. “She moves very quickly. And HSN has done a phenomenal job of making her feel very special. We had to build programs and ideas to complement that.”
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