HSN is adding a new livestream shopping and video storytelling operation for creators as influencer marketing becomes more sophisticated.
Qurate Retail banner retailer is working with management platform Impact.com to develop HSNfluencer through which it can recruit, engage, manage and analyze creator partners through a fully customized experience in one place.
According to Impact.com, 88% of consumers trust personal recommendations more than other information sources when it comes to purchasing and 64% purchase repeatedly based on an influencer’s recommendations. So, establishing partnerships with influencers can be a viable way of engaging the right audience at the right time.
The Impact.com technology allows HSN to streamline direct relationships with creators and influencers as it builds a network of partnerships with more visibility. Within the platform, influencers and content creators can collaborate with HSN and use curated product collections to tell content stores and generate affiliate product links for their posts. Creators from any background can access resources, tools and support that can help them engage consumers. HSN will set up its on-air personalities as HSNfluencer creators with their own storefronts, allowing consumers to interact with their favorite network personalities and shop the curated collections they assemble.
Impact.com’s purpose-built technology powers customized, creator-guided shopping experiences for leading brands and is the foundation of its partners’ modern creator and influencer strategy, the company maintained. The customized solution allows brands to scale revenue growth by establishing direct relationships with creators, enabling them to build customized storefronts and shoppable posts they can promote to their audiences.
Impact.com indicated that HSN is creating a community and working with its creators at scale. With Impact.com, HSN can curate collections for creators to browse and share with their audiences, access performance metrics, and gain actionable insights and effective reporting capabilities. Then, creators can select products that align with their values and audience while earning no-cap commissions for expanding the retailer’s customer base.
“The influencer marketing industry is driven by creators building rapport with today’s discerning consumers,” said Rebecca Kerper, vice president and chief digital officer at HSN. “With HSNfluencer, we’ll be able to grow our ambassador program and showcase the mutually beneficial relationship between creator impact and customer engagement. The new creator platform enables us to improve the experience for creators who work with us while also providing an engaging and convenient way for our customers to shop and discover HSN products.”
David Yovanno, Impact.com CEO, said, “Today’s consumers require social proof and recommendations from trusted sources, including creators before they even consider purchasing from a brand. In the growing creator economy expected to reach $480 billion by 2027, it is crucial businesses leverage partnerships with these trusted sources to make sure they meet today’s buyers where they are: seeking out authentic and transparent reviews and recommendations from those they trust before making a purchase. At Impact.com, we’re proud to be at the forefront and focused on delivering technology in support of every player in the partnership economy that helps drive awareness, customer engagement, and ultimately, conversions. HSN is an invaluable collaborator, and we look forward to empowering their creator and influencer success through our platform.”
