Demographically, QVC’s shoppers are older and more affluent — they also like shopping more than most of us. They spend about $1,200 a year and, as a source told PYMTS, they are unlikely to join the ranks of cord-cutters — viewers who cut their cable subscription or at least reduce them to the most basic channels.
To take on Amazon and other online powerhouses, QVC is positioning itself as a different experience. If Amazon is all about the instant gratification that buying something with a single click provides, QVC encourages people to stop in and check things out. They want relationships with their customers, whether they’re television viewers or qvc.com shoppers. Social media is becoming even more important for QVC, and the people who host shows often start with a strong base of Instagram or YouTube followers. In fact, many of them are online celebrities before they appear on QVC.
This is most apparent in the Health and Beauty category, and the Beauty IQ network of shows on QVC reflect their commitment to it. Like all of its programming, it is simulcast, well, all over the place — on the web site, the mobile app, Apple TV, Roku, Facebook. Products in Health and Beauty, like those in Housewares, can also be demonstrated and shared during a broadcast. That helps create a social experience that one is not going to get from a typical web store shopping experience.