Prospecting: HSN Bets on QR Codes for New Customer Acquisition

HSN became the first retailer to use QR codes on-air during a four-day special event last month. The company hopes the test will bring new customers.

During the campaign, QR codes were featured on HSN’s HD channel, which currently reaches approximately 43 million households. The event featured hundreds of electronic devices and other products, each with its own QR code. When scanned from a television screen, consumers could access the product information page on their mobile device, learn more about the product and purchase with ease. It also helped to ensure that viewers completed those purchases with HSN rather than another retailer.

“Innovation is an integral part of our company, whether it’s the innovative products we present or the groundbreaking ways we use on-air QR codes to engage and interact with our customers,” said Jill Braff, executive vice presdient of digital commerce at HSN, in a company press release prior to the event. “Women turn to HSN’s trusted experts to educate and empower them to make informed purchases. Top electronics brands like Sony, Microsoft and Samsung recognize the power of HSN to introduce new technologies and we look forward to the products they will be debuting during our Innovation Weekend event.”

The four-day promotion was a test. HSN is analyzing the number of scans, sales conversions and conversational feedback to decide whether to incorporate QR codes into future events. The retailer, however, used the technology in a print campaign earlier this year. Although the number of scans was relatively modest, 86 percent of those who scanned a QR code and subsequently made a purchase were first-time buyers. Perhaps the potential of QR codes is in new customer acquisition.