CREATING AN OMNI-CHANNEL SHOPPING EXPERIENCE FOR ALL. Home Shopping Network one of the largest direct-response TV shopping companies in the country today, formally announced the launch of its ShopTV app powered by TackThis!, the do-it-yourself e-Commerce platform of Voyager Innovations, with a fully-integrated payment gateway provided by PayMaya Philippines. In photo are (from left) Mar Lazaro, AVP and Head of Acquiring at PayMaya Philippines; Gerry Castro, Chief Executive Officer at HSN; Orlando B. Vea, President and CEO at Voyager Innovations and PayMaya Philippines; and Marc Concio, Managing Director for Digital Commerce at Voyager.
Launching the ShopTV mobile app as early as 2015, Home Shopping Network (HSN), a pioneer in direct response TV shopping, reported a 47% increase in sales via its new shopfront mobile app powered by Voyager Innovations.
“ShopTV has always dived head first into digitization; one of the first of the large established enterprises to foray into the digital space by bringing ShopTV onto a full-featured digital commerce platform as early as 2014,” said Marc Concio, Managing Director for Digital Commerce at Voyager Innovations.
“With its new shopfront app, HSN is extending that compelling ShopTV experience to the new, digital-savvy and influential generation of shoppers, led by the Millennials, who more and more make up the world’s consumers and the workforce,” said Gerry Castro, Chief Executive Officer at HSN.
“ShopTV of course knows the incredible power of TV ads combined with direct response, you know, ‘call now.’ Today, having an online store and a mobile app really enhances that kicker effect on ROI.”
On-Air, Online, On-the-Go
ShopTV was set-up in 2003 and first went on-air, 12-hours a day in November 2005, going 24/7 by August 2006.
At the turn of the decade, even as the digital tsunami overran industries notably traditional media, commercial and retail industries, HSN turned to Voyager’s TackThis! platform to quickly bring the ShopTV experience online via a website fully imbued with e-commerce functionalities.
With complete repose in the capabilities of Voyager’s digital commerce startup, HSN worked with TackThis! to facilitate HSN’s entire digital commerce journey – managing effortless online store creation, hassle-free store and inventory management, all the way to fulfillment, payment and customer service. Store marketing was accomplished via placement on Takatack, the country’s biggest online discovery platform.
“As fast as technology was disrupting industries we had to pivot quickly and transform ourselves into a digital enterprise. But HSN’s transformation continues. Today, with the ShopTV mobile app, we have pushed the envelope again, and we are being validated once more, with the app driving sales very significantly. ” said Castro
“Plus there is plentiful evidence that online and physical retail channels are overlapping. Folks who purchased online have also had an in-store experience, and vice versa; in-store shoppers have interacted with the retailer online in the same, say, three-month period. Our ShopTV Showroom in Solar Century Tower draws many everyday after they have shopped online, and they use our mobile app to keep abreast on the latest product releases,” added Castro.
114 x a day
114. That’s the number of times Millennials check their smartphones daily, according to some studies. Already online social media is the primary source of news for Millennials and viewing on mobile devices, at two hours daily, is also already overtaking TV viewing.
“Millennials aged 20-40 are now the dominant demographic. There’s evidence 91% use their smartphones while completing another task, such as watching TV or even actually shopping in a physical mall. As consumers become more reliant on their mobile devices, they also expect instant gratification, getting exactly what they need in the moment they need it. It’s called the “mobile moment,” and retailers will want to exploit this, by having a shopfront app at the cornerstone of their e-commerce strategy,” said Voyager’s Concio.
“In the US, mobile commerce is increasingly a larger portion of total e-commerce–30% in 2016 and projected to be almost half of all e-commerce by 2020. In the Philippines, we will leapfrog e-commerce altogether with most Filipinos first accessing the Internet and transacting online via mobile,” Concio added.