Jill Braff

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

HSN became the first retailer to use QR codes on-air during a four-day special event last month. The company hopes the test will bring new customers. During the campaign, QR codes were featured on HSN’s HD channel, which currently reaches approximately 43 million households. The event featured hundreds of electronic devices and other products, each with its own QR code.

HSN is incorporating QR codes in its TV programming for a four-day series of sales on electronics and other products that fall in the “innovation” category. Jill Braff, executive vice president of digital commerce at HSN, says the shopping network was already aware that its viewers were using laptops and mobile devices to research products they were seeing on TV.

HSN announced that it's launched a new campaign inviting customers to determine what products are featured in its new specialty "More to Like" online store. Products are determined based on "likes" on HSN's e-commerce and mobile sites, as well as its Facebook page.

HSN announced that Arthur Lewis has been appointed senior vice president of merchandising, digital commerce, effective June 27. Lewis will report directly to Jill Braff, executive vice president of digital commerce for HSN. Lewis will oversee HSN's cross-channel merchandising strategy on hsn.com, mobile and tablet platforms. He will also leverage his extensive digital background to grow all brands and categories of business, including online product exclusives and category expansions, the company reported.

HSN announced that Jill Braff has been appointed executive vice president of digital commerce, effective Feb. 7. Braff will report directly to Mindy Grossman, CEO of HSN Inc. In her new position, Braff will oversee HSN's existing e-commerce, mobile and social media platforms.

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