December 2, 2009, 12:00 AM

TV’s QVC expands its mobile channel with a robust iPhone app

M.QVC.com is getting a sister—a QVC app. The retailer today launched a mobile app for the iPhone and iPod Touch that enables shoppers to browse, search and buy, and access the TV channel’s special values and on-air items.

Mark Brohan

Research Director

M.QVC.com is getting a sister-a QVC app. The retailer today launched a mobile app for the iPhone and iPod Touch that enables shoppers to browse, search and buy.

The app provides access to QVC’s programming hallmarks: Today’s Special Value (an item offered at a very low price that is good for that day, unless it sells out) and the One Time Only Value (an item offered at a very low price for a limited amount of time). Additionally, mobile consumers can shop QVC TV’s live show through the Current Item On-Air and Items Recently On-Air features. QVC is No. 11 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).

To complete a purchase, QVC offers Speed Buy, enabling existing customers to check out quickly using their existing account information. New customers can make purchases through the app’s Call to Order click-to-call functionality.

“QVC has evolved into a destination of community-it’s a place where shoppers gather to be entertained and informed. This app is an intelligent extension of our mobile presence. Developed with the customer in mind, it allows them to stay connected to our dynamic programming anytime, no matter where they are,” says Angie Simmons, executive vice president of multichannel platforms.

The QVC app provides shoppers with the ability to share products via e-mail with friends or send a note to themselves as a reminder. It is equipped with full search capabilities, allowing shoppers to search the multimedia retailer’s inventory of approximately 95,000 items by product description, item number, keyword or brand. Additionally, with one tap, users can view product images, information, sizing and color swatches.

In January 2009, QVC made its mobile debut, rolling out a suite of services, including features to receive mobile alerts and to buy items sold on QVC via text messaging. It simultaneously unveiled its mobile web site, m.QVC.com, where customers can browse QVC products and show information, and make purchases.

 

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