HSN brings the showroom to the living room

Retailers constantly experiment to serve customer needs in new ways and HSN has taken that concept to a new level with an initiative involving Ford.



Through the end of October, HSN and Ford Motor Company are offering a “preferred price event” based on the core value proposition of a prenegotiated price on a wide range of the automaker’s models.



“We want to take the stress out of car buying. At HSN, we believe shopping should be fun,” said Bill Brand, president of HSN, a leading direct to consumer live content retailer. “We are excited to work with Ford to share their story through engaging content across all of our shopping platforms. We’re proud that HSN is a go-to brand for companies looking to reach a highly-engaged female consumer.”



The program came about after research by HSN revealed that women enjoy the hunt for a new vehicle but the process leaves much to be desired. The research confirmed the long understood insight that women don’t enjoy the price negotiation aspect of car buying. Who does? Entire retail business models such as CarMax are based on consumers’ aversion to the haggling over price at a car dealer. Meanwhile, Costco, Sam’s Club and other have for years offered car buying services aimed at helping customer avoid the least desirable aspects of the car buying process.



“We know our female car buyers appreciate our quality, safe and efficient vehicles, but the car buying process can be intimidating,” said Chantel Lenard, Ford’s U.S. marketing director. “HSN offers us a unique opportunity to reach a close-knit community of women and provide them with a simple, meaningful car buying experience.”