Home Shopping NetworkGamification in Customer Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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Home Shopping Network• The Home Shopping

Network, which sells

merchandise on TV as well

as online, wanted to create

a way for their customers to

continue interaction with

their brand while online.

Home Shopping Network• Knowing that their clientele was

predominantly middle-aged

women, who make up about

half the users of social

gaming, HSN launched an online

arcade full of entertaining

games that award users tickets

for gameplay.

Home Shopping Network• Scores can be shared with

others for social interaction,

and tickets are used to

enter a multitude of HSN

prize drawings that feature

their products.

Home Shopping Network• Jill Braff, EVP of Digital Commerce at

HSN, explains how over the first year,

650,000 users logged 116 million

gameplays. Arcade users spent twice

as long on the HSN website,

returned twice as often, and

purchased more units of

merchandise and in more categories

than their non-arcade customers.

Home Shopping Network• HSN is working now to create

games that integrate with their

product offerings in order to

further engage customers, as

they have seen firsthand that

increased customer engagement

leads to increased customer

spending.