October 30, 2008, 12:00 AM

QVC ties e-commerce site tightly to its TV shopping shows

QVC introduced in July several new features that tie QVC.com more closely to on-air TV programming. The QVC.com home page, for example, offers links to watch live TV and buy the item currently featured on television.

When QVC Inc. first launched a web site, the aim was to give viewers of its TV shopping shows another way to order. Today the web and TV shows are viewed as partners in building customer loyalty.

QVC introduced several new features in July that tie QVC.com more closely to on-air programming. For instance, the home page offers links to the item being featured on TV, items recently on air, an option to watch live TV and a program guide.

While the TV channel broadcasts a model showcasing jewelry from designer Judith Ripka, visitors to QVC.com can watch the broadcast and check out related merchandise, zoom in on items and view archived videos.

“When the original web site was designed, it was a way to support the TV programming and give customers another ordering option,” says senior vice president of platforms and broadcast technology Bob Myers. “By stressing a community approach, we see a better chance to promote a multi-channel platform and also generate higher average orders and conversion rate.”

QVC showed off its new approach in September with live content from fashion week in New York. Visitors to QVC.com could view live exclusive programming, shop for the fashions and accessories worn by models, and view archived video segments on fashion. They could also shop for a specific designer or look, read daily blog updates from QVC staffers at the event and view a photo gallery.

The fashion week experience also helped QVC put the finishing touches on its new online community and multi-platform strategy, particularly for its core shopper: women ages 35 to 64. That strategy features extensive use of video-QVC.com has 40,000 in its archives-and customer reviews. Since introducing reviews in April 2007, visitors have posted 700,000 commentaries.

“By creating compelling content, multi-platform distribution, differentiated service and an engaging brand, we’re creating a lifestyle destination online,” Myers says.


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