1. Explain the different ways that HSN engages in direct marketing.
2. What advantages does HSN specifically over brick-and-mortar retailers?
3. Make recommendations for how HSN could make better use of its role as a direct marketer.
Long ago, television shopping was associated with low-quality commercials broadcast in the wee hours of the morning selling obscure merchandise. But Home Shopping Network (HSN) has played an instrumental roll in making television shopping a legitimate outlet. Around the clock top-quality programming featuring name-brand merchandise is now the norm. But just like any retailer, HSN has had it share of challenges. This video illustrates how HSN has focused on principles of direct marketing in order to overcome challenges and form strong customer relationships. As market conditions continue to shift, HSN explores new ways to form and strengthen direct relationships with customers.