Inspiring higher conversion by connecting the best storytellers with the right audience

Published on 17 Nov 2016

We deliver great products combined with great stories and great storytellers—and the experience needs to be seamless and consistent on all channels.

Ramin Eivaz, SVP Strategy, Insight and Analytics, HSN



Deployment country
United States


Founded in 1981 and headquartered in St. Petersburg, Florida, HSN is a leading interactive multichannel retailer offering a curated assortment of exclusive products combined with top brand names. Today, the HSN television channel reaches 95 million homes 24 hours a day, seven days a week, 364 days a year, and features more than 50,000 product videos through its hsn.com website.

Business need
Masterful storytelling can turn interested viewers into committed customers—but if your message isn’t relevant and consistent, people switch off. How could HSN inspire customers on every channel?

HSN uses analytics to identify individual customer preferences and retail journeys, helping it to deliver compelling, tailored and timely messages at every touchpoint.

HSN ensures that its stories reach the right audience on their preferred channel—encouraging more viewers to become customers, and helping HSN drive its business growth.


IBM products and services that were used in this case study.

IBM Marketing Operations, IBM Digital Analytics, IBM Campaign, IBM Interact, IBM Contact Optimization, Watson Real-Time Personalization

IBM Digital Analytics, Real-Time Personalization, Watson Customer Experience Analytics, Consumer Centric Retailing, Retail: Smarter Operations, Retail: Smarter Shopping Experience, Commerce Solutions, Commerce Solutions - Customer Analytics, Commerce Solutions - Digital Experience, Commerce Solutions - Marketing, Enabling Business Flexibility, Automation, Watson Analytics, Smarter Marketing, Commerce Solutions - eCommerce

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