Tip:
Highlight text to annotate it
X
[MUSIC PLAYING]
JILL BRAFF: So I have been in the mobile
business since 2002.
So mobile is not really new to me, although obviously, it's
new in terms of this watershed of consumers using it.
And I think the reason why it's so powerful is it's the
most personal device that's with people all of the time.
In fact, the reason why I got into the mobile industry so
early was because we were doing focus groups and
realized that people were saying that they would
literally go home if they had left their
wallet or their phone.
Oftentimes, their phone came before their wallet.
So I think when you think about mobile, you need to know
it's personal, so you can't abuse it.
And it's with them all the time.
And it's always connected.
As a retailer, it's all about how do consumers want to use
that product?
How do they want to get more information?
When do they want to use it?
What type of information do you send down to them on their
mobile device?
With the advent of smartphones everything has changed.
I built a mobile business in the past 10 years.
And for the early days, it was very confusing.
There were a lot of different handsets or a lot of different
operating systems. It wasn't a shared experience.
Now if you go out and you buy an Android device or you get
an iPhone, you can turn to your person next to you and
talk about the apps that you have, or talk about the
products that you're using.
And at HSN, we literally cover the whole landscape.
What products do we want to build?
Or how do the websites look, or the mobile sites?
It's really got to be specific to each device, knowing that
it can't be a different experience.
If somebody's looking for a Wolfgang Puck blender, whether
she goes to our WAP site, an Android app, an iPhone app,
and a tablet device, it all has to be just the same
experience.
And they want it right away.
The good news is a lot of mobile
growth has been organic.
Mobile's our fastest growing retail channel right now,
which is pretty dramatic for a retailer that's been around
for 34 years--
started out as a linear television shopping model.
And now, mobile is where a lot of our
transactions are happening.
Which makes sense actually when you think about the fact
that mobile's really a remote control.
She could be home, watching us on TV but using Mobile as a
better check out.
Or on the go, realizing that she wants something and we
have it right there.
So in terms of our marketing, it's everything from natural
search, just like we would do on the web, to product
recommendations, just like we would do on the web.
I don't think it's so much that we have a different
formula for mobile, it's more that the mobile formula is
specific to what's happening on these different mobile
platforms.
I think what we're doing is looking at the data.
We're listening to our consumer.
What does she want on mobile?
It's actually different than what she
wants from our website.
It's more specific.
She has less time, so she's on her mobile device.
So it's all about getting her to what she's looking for and
watching where the traffic goes.
I'll give you an example.
We noticed a lot of people were using mobile
to search for deals.
Makes sense, doesn't have a lot of time.
Maybe she wants to spend a little bit of
money but not a lot.
So we just made a deals page.
We created sort of an aggregation of all the
different offers that were going on.
And we've just launched it.
And already we've seen a lot of traffic and great traction
with our user.
Because we gave her what we saw that she
was searching for.