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Digital Sales Increasingly Important For HSN

NEW YORK - More than one third of HSN's transactions now take place through the web or mobile devices and the retailer is doing a digital redesign to drive sales higher.
     "Our goal is to engage the customer across as many screens as possible," ceo Mindy Grossman told analysts at the Piper Jaffary Consumer Conference here last week.
     Mobile shopping is also increasingly important for the company as well. During the first quarter, the sales volume coming from mcommerce equalled 50% of that generated by mobile devices for all of last year, she said.
     For the company's Ballard Design brand, Grossman added, Pinterest is now the top driver of traffic to the nameplate's ecommerce site. "They were an early adapter" to Pinterest, she noted.

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