Shoppers Take HSN on the Go
Through a new application for Apple iPhone and iPod Touch, interactive direct retailer HSN is making its retail programming available on mobile device. The HSN Shop App allows customers to remotely browse and shop its full assortment of 35,000 products.
HSN Shop App provides mobile access to HSN’s standard television and online content. In addition, the application offers a set of new features, including the interactive shake2shop, which, with a shake of the device, generates random product recommendations as well as deals and promotions targeted at HSN’s mobile customers. The HSN Shop App also provides a seamless transactional experience, allowing the user to call HSN directly or use the device’s browser to purchase an item. Items can also be saved for later purchase, or emailed to a friend.
HSN will soon feature an online tutorial that walks all new users through the application’s various fundamentals and features, which the company plans to evolve based on customer feedback. Inlet Technologies’ Spinnaker live streaming appliance provides the encoding backbone for HSN Shop App’s streaming video.
There is a growing trend of retailers launching iPhone applications to drive sales and customer loyalty. In June 2009, specialty grocery retailer Whole Foods Market launched new iPhone application featuring recipes as well as a store finder. The application makes Whole Foods’ entire selection of more than 2,000 recipes recipes to iPhone and iPod touch users.
In May 2009, fast food retailer Burger King launched an iPhone application that allows customers to automatically place orders.Using a platform developed by restaurant mobile technology provider GoMobo, Burger King is also allowing customers to automatically log in to locate nearby stores via GPS, as well as receive targeted incentives based on their mobile ordering history.
According to research firm Gartner, iPhone developer Apple sold about 11.1 million units in 2008, so it is not surprising that retailers are beginning to reach out to iPhone users. In April 2009, online retailer Amazon purchased the developer of an e-book reader application for the iPhone and iPod touch devices.
In December 2008, Target launched an iPhone application called the Target Gift Globe to help customers find gifts. After opening the application, the customer selects age, gender, and other attributes to focus a gift search. The screen turns into falling snow (a “snow globe”) that, when shaken, dissipates to reveal a gift recommendation that they can click to purchase through Target.com or find at a nearby store.
In addition, in February 2009, Conde Nast shopping publication Lucky released a limited-time iPhone application called Lucky At Your Service that allowed readers find and reserve shoes listed in its March shoe guide at nearby retailers. Lucky plans to release similar iPhone applications in conjunction with future issues.
Retailers are also looking beyond just the iPhone to launch mobile applications. For example, Best Buy offers more than 140,000 smartphone applications from mobile software provider Handango for the Blackberry, Palm, and Symbian S60 mobile platforms.