How Home Shopping Networks Like QVC are Staying Relevant in the Digital Age

According to eMarketer, Americans now spend more time on their mobile devices than they do watching TV. And while you might think that’s bad news for television home shopping networks like QVC, it’s not. As consumer habits have evolved, the commerce brand has successfully grown from TV channel to multi-channel, raking in over $14 billion in revenue in 2018.

So how have they managed to stay relevant in the digital age? Mobile. According to Internet Retailer, QVC has become the fifth-largest mobile commerce retailer in the United States. Online sales made up 62% of the brand’s revenue in the US in 2018, and of those sales, 66% were made in a mobile app. Through a strategic focus on mobile, the home shopping brand has not only driven sales; they’ve improved the customer experience, fostered impressive engagement rates, and created a new benchmark for legacy brands looking to stay ahead in the race for users.

First, mobile has helped QVC make a successful transition from TV by creating a seamless second-screen experience. When users open the QVC app, they instantly see whatever item is on-air at the moment. Directly underneath the on-air section, they can easily find all the items that aired in the past several hours, a feature that didn’t exist on live TV.

For decades, viewers could call into the QVC broadcasts to ask questions on-air, a fun social element that fostered engagement and customer loyalty. The QVC mobile app takes that a step further by allowing shoppers to participate via Facebook Live or by commenting on the brand’s other social media accounts.

Next, the brand tapped into mobile video streaming trends to keep their content fresh and exciting. In early 2019, QVC launched Q Anytime​, a new shopping app with a feed of shoppable videos, presented on-demand in five to eight-minute segments. With the Q Anytime app, shoppers can customize their feed by category or build a playlist by liking videos.

Additionally, mobile user data and push notifications have helped QVC stay top-of-mind and keep users highly engaged. The brand tracks users’ activity within the app, sending relevant offers and push notifications and daily deals to incentivize shopping on mobile.

Lastly, improved personalization and faster checkouts have also enhanced the customer experience and helped streamline the path to conversion. Shoppers with a QVC account and a smartphone equipped with Touch ID can check out in less than 10 seconds by hitting the “Speed Buy” button and scanning their fingerprint in the app.

Clearly these tactics have worked, as QVC shoppers are highly engaged. According to an AdWeek interview with their VP of Consumer Insights and Analytics, the top 20% of engaged customers tune into the network six to nine times per day for up to 10 minutes per session. Whether they’re buying boots from Lisa Rinna or flameless candles from Martha Stewart, customers are turning to the QVC mobile app for their home (and on-the-go) shopping needs.