Discovering messages that resonate
To achieve its boundaryless retail goal, HSN created a cognitive marketing platform integrated across all its channels—including online, mobile, email and direct mail. The new approach enables the company to build up a more complete and accurate picture of individual customer preferences based on all their interactions with HSN.
Ravi Mohan, Senior Director, Omni-Channel Marketing at HSN, comments: “We have to understand our consumers’ mindset; what their needs are, and what they're looking for when they visit us online. Having all our customer information in a single analytics platform helps us to segment them more precisely, and build marketing strategies that better serve their unique needs.”
Michelle Voorhies, Director, Omni-Channel Marketing Strat at HSN, continues: “We have created a cross-channel view of our customers supported by highly efficient omni-channel marketing processes. This approach means that we can look closely at the journeys that customers take from becoming interested in a product to making the decision to purchase.
“Because we can now see the ways that customers move between channels throughout their journey, we can empower our marketing teams to craft omni-channel, multi-wave campaigns that reach those customers on their favored touchpoint at the right time.
“For example, if a customer reads one of our emails and clicks through to the page for a particular product, we can automatically follow up with a piece of direct mail to help them get the information they need to make a decision. The next time that customer visits us online, we can reach out with a message asking them if they would like to add the product to their basket. By making the customer’s journey as smooth and straightforward as possible, we dramatically increase the likelihood of conversion.”
Helping every story find the right audience
By embracing omni-channel marketing, HSN can more effortlessly find the right audiences for its best storytellers—making it easier than ever to inspire viewers to engage, browse and convert.
Eivaz says: “For us, cognitive analytics means that we can bring together all of our customer insight to make better marketing decisions. We now have a picture of the whole customer: including their behavior and attitudes, product preferences, content preferences and favorite channels. The result is that we can give each of them what they want, how they want it, when they want it.”
He continues: “Better still, because we have embraced a cognitive platform to drive our customer analytics, we can use machine learning to ensure that our models become better and better over time as the platform gathers data about which methods are the most successful in engaging our audiences.”
As HSN engages with thousands of customers every day, automation helps the company to maintain manageable marketing workloads.
Voorhies adds: “We enable our people to create intelligent event- and rules-driven campaigns quickly and efficiently. Automation means that we can share the right messages with the right customers without tying our people up in complicated and time-consuming manual processes.”
Eivaz concludes: “We believe that we work with some of the best storytellers in the world, and our aim is to connect their message with the best audience. By gaining a deeper and more holistic view of customer preferences, we can share compelling, sales-driving content with the perfect audience.”