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Home » QVC Keeps Up with Evolving Audience Through Evolving Technology

QVC Keeps Up with Evolving Audience Through Evolving Technology

by | Jul 5, 2017

Quality Value Convenience, better known as QVC, has kept up with an evolving audience by adapting to technology right along with its customers, reports Adweek, which, in part, also added:

“The independently owned cable network launched in 1986 for a specific kind of audience.

““We’ve never really overly targeted a demographic, but our demographic is a by-product of what the company is,” said Doug Rose, svp of brand experience at QVC. “The people who come to shop with us think shopping should be a fun, pleasurable experience—not an errand or chore.”

“The QVC audience skews female, with 90 percent of the company’s revenue coming from women, and trends toward affluent Gen Xers and baby boomers who want to stay up to date with what’s going on in the world through their retail experience.”

“And those fans aren’t just going to channel 14, or 70, or 509 on their  TVs—they’re accessing QVC via mobile devices, its website, Roku and Apple TV, and Facebook (including dedicated pages for the retailer’s most popular hosts). QVC owns all of the video it shows and can repurpose it across platforms, on demand or simulcast live.

“Ecommerce accounted for $4 billion of QVC’s $8.7 billion in annual revenue in 2016, and it represents 48 percent of its consolidated global revenue and 54 percent of its total U.S. revenue in the first quarter of 2017.

““People in the top 20 percent of our engaged customers are tuning in to our network six to nine times per day for five to 10 minutes per session,” said Peter Goodnough, vp of consumer insights and analytics at QVC.”

(QVC Photo)

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Capitol Communicator

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

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