XL Alliance Appointed as HSN's Multicultural Agency of Record
HSN is looking to expand its presence in multicultural homes in America with cross-cultural marketing firm XL Alliance
NEW YORK, Feb. 10, 2015 /PRNewswire/ -- Award-winning independent multicultural marketing agency, XL Alliance, will help the leading interactive entertainment and lifestyle retailer, HSN, to expand its reach among America's fastest growing consumer segment, the multicultural market.
"We are honored by the opportunity to partner with HSN to unlock the power of the Hispanic market and redefine the shopping experience through content, community and commerce," said Enrique Arbelaez, co-founder and chief innovation officer, XL Alliance.
The partnership aims to accelerate one of HSN's strategic objectives, which is to increase the brand's relevancy by serving the needs of multicultural consumers, primarily Latinas and their families with great products and lifestyle content at a great value. With a management team of 100% former clients and more than 35 years of cross-cultural marketing, retail and advertising experience, XL Alliance brings cultural intelligence™ methodologies, tools and cultural insights that will help accelerate HSN's multicultural vision.
As of 2013, $3.1 trillion in buying power came from multicultural consumers, according to the Selig Center for Economic Growth, which creates huge opportunities for the multi-channel retailer. In addition, per the Nielsen Latina 2013 Report, Latinas are the growth engine of the U.S. female population and are expected to represent 30 percent of the total female population by 2060.
"XL's in-depth expertise in retail and digital marketing will serve HSN's priorities to curate product collections, develop personalized experiences, distribute relevant content and reach more shoppers in culture, in context and in language," said Liliana Gil Valletta, co-founder and president, XL Alliance.
In its new role, XL Alliance will execute a first-time integration of multicultural holidays and celebrations, into HSN's mainstream programming, merchandising and digital properties. The agency will also develop cross-cultural vendor programs, facilitate total market talent partnerships, and support the curating of merchandising.
"HSN is always searching for ways to better serve customers from all cultures, ethnicities, and walks of life," said Sean Bunner, Vice President of New Business Development, HSNi, LLC. "We're excited about the partnership with XL to continue customizing our shopping experience, specifically one tailored to reach the influential Hispanic consumer so vital to our company."
To further personalize offerings that meet the lifestyle needs of diverse audiences, XL Alliance will implement targeted shopper and CRM strategies with a top-down championing of cultural competency and integration across all functional groups. The new efforts will continue to amplify and maximize HSN's established partnership with Univision to have "through-the-line" awareness and engagement of the Hispanic audience.
XL's appointment is part of a long-term multicultural strategy for HSN that kicked-off in 2013 with the announcement of its exclusive partnership with Univision Communications Inc. to create Boutique Univision, a shopping portal featuring a variety of products specifically targeted at Hispanics.
About HSN:
HSN is a leading interactive entertainment and lifestyle retailer, offering a curated assortment of exclusive products and top brand names to its customers. HSN incorporates entertainment, inspiration, personalities and industry experts to provide an entirely unique shopping experience. At HSN, customers find exceptional selections in Health & Beauty, Jewelry, Home/Lifestyle, Fashion/Accessories, and Electronics. HSN broadcasts live to 95 million households in the US in HD 24/7 and its website - HSN.com features more than 50,000 product videos. Mobile applications include HSN apps for iPad, iPhone and Android. HSN, founded 37 years ago as the first shopping network, is an operating segment of HSN, Inc. (Nasdaq: HSNI). For more information, please visit HSN.com, or follow @HSN on Facebook and Twitter.
About XL Alliance, LLC
XL Alliance is an independent multicultural marketing agency under the leadership of a management team made of 100% former corporate clients now serving clients. With offices in New York, Denver and Los Angeles and satellite teams in Colombia and Peru, XL offers business strategy and consulting, marketing services, digital and retail excellence; all under their proprietary model of Cultural Intelligence™. With over a dozen countries represented and six languages spoken, XL offers the insights and experience required to win in today's highly diverse America. XL works with recognized brands like Kroger, Post Foods' Honey Bunches of Oats, L'Oreal Luxe, Valeant Pharmaceuticals and Jagermeister, among others. To learn more about XL, visit www.xlalliance.com and follow @CulturalIntel on Twitter and Instagram.
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SOURCE XL Alliance
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