HSN, the world’s oldest home shopping network at 36, is targeting Hispanic consumers in a three-year e-commerce partnership inked with Univision Communications for a curated shopping portal, "Boutique Univision, una tienda de HSN."
“This is the fastest-growing consumer group and they will be driving the US economy over the next few decades,” Bill Brand, CMO and business development officer at HSN, told the New York Times.
The boutique will offer products from a range of categories including electronics, fashion, beauty, home décor and cookware from brands that, at launch, include Coca-Cola, Lancôme, Benefit, OPI, G by Giuliana, Iman, Vince Camuto, HP, Samsung, Apple, Curtis Stone and Wolfgang Puck.
HSN broadcasts live to 95 million households and HSN.com features more than 50,000 product videos, but the media unit, like many others, is looking to lend further focus to the growing Latino community that openly embraces social and mobile activity—both influential in the ways consumers shop.
Univision’s morning show Despierta America will be home base for Boutique Univision, and talent will help present the products and one promotional discount daily. “It’s not going to be an overt sales pitch in the middle of our morning show,” said Tonia O’Connor, president of content distribution and business development. “It will be a subtle approach done in a way that is informative and showcasing the product itself.”
Univision is the most-watched Spanish-language broadcast television network in the country reaching approximately 96 percent of US Hispanic television households, and for brands like Lancôme, reaching them is a “key priority,” according to Silvia Galfo, SVP marketing for the beauty brand. “It’s our No. 1 diverse customer. These women are beauty savvy across all categories…We have to make sure that we talk to them in the right language.” The partnership will be promoted across HSN and Univision's TV, digital and social media channels.
More media and retail brand are tailoring their customer experiences for the diverse Latino community—one that Univision has already tapped further through its joint venture with ABC to launch Fusion, a network designed to appeal to the younger English-speaking Hispanic population.