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QVC cements mobile strategy with newest app offering

July 6, 2011

Home shopping giant QVC Inc. has rolled out an HP TouchPad App that not only lets consumers shop wherever they are, but also shows how big a role mobile plays in the company’s overall strategy.

The app has launched in conjunction with the release of the HP TouchPad and the HP App Catalog. Consumers can download the app for free by visiting the HP App Catalog or by going to

“We strive to remain relevant to our customers wherever they are, whatever device they happen to be using,” said Todd Sprinkle, vice president of media technology at QVC. “We have an app for the iPad already so we translated that experience to the webOS platform. QVC is committed to expanding our customers’ options so they can choose how, when and where to shop.

“HP offered us an opportunity to work with them prior to their TouchPad launch,” he said. “We were intrigued by what we saw early on and thought this would be a good opportunity for us to broaden our reach in the tablet category.

“Partnering with HP on the launch of the TouchPad gave QVC another platform for our customers to watch us live, shop  over 100,000 products, and take us wherever they go.”

QVC, a worldwide multimedia retailer, is a wholly owned subsidiary of Liberty Media Corp. attributed to the Liberty Interactive Group. QVC programming is distributed to more than 167 million homes worldwide.

Let’s go shopping
Consumers can find their favorite brands such as HP, Sharp, KitchenAid, Judith Ripka, philosophy and Bare Escentuals via the app.

Shoppers can search products and order items, as well as browse the app’s homepage, which features its top promotions and special offers.

The app also lets consumers watch QVC TV live in full 16:9 HD to see show descriptions and items recently on air.

Additionally, shoppers can use the full-search capability when looking for a certain product. Consumers can search by product description, item number, word, or brand. Then narrow those results for a more refined listing.

“We have been thrilled by our customers’ adoption of our mobile offerings both in terms of mobile/tablets apps and mobile/tablet Web,” Mr. Sprinkle said. “Our customers are clearly responding to these new devices and are absolutely using them to purchase from us.”

Mobile details
The app also lets consumers view the product detail page with product images, information, sizing, availability, and color swatches and let shoppers share their favorite picks with friends and family.

Consumers who buy something via the app, but are not satisfied with their purchase, can send it back within 30 days of receipt for an exchange or full refund of the purchase price.

“Mobile is another spoke in our multichannel strategy,” Mr. Sprinkle said. “In addition to our live broadcast and website, mobile is just the latest platform that allows us to reach our customers.

“With the growing volume of smartphones, the industry can no longer ignore how customers are shopping,” he said. “It’s all about options,  and QVC recognized that embracing this trend can only benefit our customers.

“Their busy lifestyles may not always allow for viewing their favorite show at home, so mobile has given us a way to reach the customer no matter where she is.  Our customers can view the Today’s Special Value, the item on air and items that recently aired, see new products, and never miss a show.  They can also shop over 100,000 products.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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