MULTICHANNEL


CONQUERING OMNICHANNEL: HOW QVC FINDS RETAIL NIRVANA


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Omnichannel doesn’t mean brands being present in multiple channels, it means maintaining consistency across all customer-facing retail and communication touchpoints, writes Steve Bridgeman, chief merchandising officer at QVC exclusively for R echnology magazine


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rom mobile, video and display right through to social networks, new digital touchpoints constantly emerge. The challenge for brands is to find a way to


integrate their omnichannel strategy with what their customers want by staying true to the core values of their brand, regardless of the channel. At QVC, communicating with customers has always been at the core of what


we do. Back in 1993 TV was our original mouthpiece, with viewers tuning in to see vendors showcase and explain new products. However, in today’s cross-channel world where consumers find themselves moving easily between devices and websites (often using them in parallel), QVC needed an authentic brand presence across all digital touchpoints – be it mobile, social or even our online store. To create an omnichannel, not just multichannel, experience for our customers,


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QVC prioritised real-time conversations with customers, the delivery of valuable information across time and channels, all underpinned by an interactive online experience. Here’s how we did it. Trust and information is an important part of any shopping experience, so having


a brand that consumers can relate to is something we have always prided ourselves on. On TV this might mean using a recognisable celebrity presenter for fashion or a Samsung representative to demo the innovations in their latest phone – it’s all about


www.retailtechnology.co.uk Spring/Summer 2014 27


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