A Faster Way to Reach Mass Markets?

February 1, 2011 By Aminda

If video killed the radio star and the mP3 is making CDs obsolete, it leads one to draw conclusions about what internet shopping must be doing to television shopping. And that is where the logic ends. On the contrary, the acceptance of secure on-line shopping has actually increased the appeal of television stations like the U.S. leader, Home Shopping Network (HSN), founded 31 years ago. 

Rather than let itself be replaced by on-line shopping, HSN developed strategies to ensure on-line accessibility simply complemented its 24/7 television programming. Now their website broadcasts the show simultaneously using dynamically fed videos. 

They have continuously developed innovative technologies to make the shopping experience easier, from their “shop by remote” feature to 360 videos, which allow users to dress and control a model’s movements, to view outfits from all angles.

Their latest endeavor involves product crowdsourcing. HSN is partnering with Quirky, a social product development company launched in 2009, to engage the on-line community in designing and developing the products they really want and need. Quirky solicits ideas, puts them through a voting process and then, after generating a certain number of pre-sale commitments will produce winning products and sell them. All in one place. 

However, the site is quickly finding new partners and distribution channels such as HSN. Quirky’s videos debuted this past weekend on HSN’s YouTube channel, with products such as the “broom groom”, a step on dustpan and the wrapster earbuds. The sales pitch is imbued with profiles and stories about the product inventor and encourage viewers to get involved with submitting and voting on ideas.

Quirky also recently announced a partnership with retailing giant Bed, Bath and Beyond. Already on the shelves are a product called “cordies”, designed by an inventor in Ireland and “power curls” developed in Atlanta, Georgia, USA. Bed Bath and Beyond appears to be hoping that this move will keep them relevant with a younger crowd, heavily featuring Quirky in back to school promotions. 


Share on      
Next Post »

Add your Comment

[LOGIN FIRST] if you're already a member.

fields are required.




Note: Your name will appear at the bottom of your comment.