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Business challenge story
Compelling storytelling drives sales
To drive sales in the competitive retail space, having a great product is only part of the recipe for success. Inspiring people to make the jump from browsing to buying increasingly depends on connecting on an emotional level—and great storytellers can be the key to transforming casual viewers into loyal customers.
“We are in the business of delivering great products combined with great stories and great storytellers,” explains Ramin Eivaz, SVP Strategy Insights and Analytics at HSN. “As today’s customers choose to engage with us on more channels than ever, it’s vital for us to make that storytelling experience seamless and consistent across all our touchpoints.”
Like many leading retailers, HSN previously relied on separate processes and systems to drive its marketing strategy for each channel. However, this approach made it complex and time-consuming to integrate data on customer interactions across different channels. As a result, it was difficult to answer questions such as: “Which of our products are most likely to appeal to this customer?”, “Which is the best channel to reach this customer on?”, and: “What kind of message is most likely to inspire this customer to purchase?”.
“We decided to break out of the channel-by-channel mentality,” Eivaz continues. “Instead, we wanted to deliver an undisrupted, consistent experience regardless of how our customers chose to engage with us. The aim was to take down the walls between our channels, and we looked for a way to turn our boundaryless retail vision into a reality.”
Ramin Eivaz adds: “In today's retail environment, technology alone is not enough to create a point of differentiation. We knew that we needed to harness our big data on customer interactions to understand which messages were most likely to resonate with each prospect.”