Mindy F. Grossman
Management
Yes, great question. And we definitely believe in a mobile-first strategy. But to answer what's been driving, it really is a 360 integrated effort in leveraging across channels. Having said that, the new customer growth, although we get customers through all our channels, definitely digital, in general, is driving that. And some of that is part of our marketing efforts but also just customers naturally gravitating towards digital channels. As it relates to mobile, we're seeing a number of different behaviors that we think, because of our content-driven platform, really bodes well for us. So one is customers using multiple screens at the same time. So even though they may be watching TV, they may be also scrolling through and looking at the broader assortments on their tablets. Then we also see, because a part of our business is somewhat impulse, on the HSN side, people are using their smartphones for checking our Today's Special. We have our Spin2Win game everyday, so it's almost like they're checking in. And what's interesting about the mobile channel, what we're seeing there is a younger, more affluent and more diverse audience, which is particularly bringing in a new demographic that's definitely the prospect that we're looking for. So particularly in the digital relaunch, we made very sure that the experience was customized for the device, whether it was smartphones, tablet or hsn.com, how people were going to using these devices in their lives. And certainly, because our customer is primarily female, obviously, particularly on the HSN side, these devices, as we've seen through what's performing in the electronics category, are now with her 24 hours a day, whether she's at a soccer game or whether she's home using it in multiple ways. On the Cornerstone side, obviously, all the content that we have from the catalog lends itself very much to a tablet experience. And that's where we're seeing the penetration there. But to sum it up, it's the combination of our efforts across digital, our efforts in expanding our reach through these partnerships. So for example, with Toyota, we had the Toyota homepage featuring HSN during that period, which drove a lot of customers to us through digital. So again, it's a combination of all these things, but we definitely believe in the opportunities we have with mobile.