QVC Inc., no stranger to the mobile platform, has launched an application for Apple’s iPhone and iPod touch to expand its commerce capabilities.

Shoppers gather to be entertained and informed by QVC. The application is an extension of QVC’s mobile presence, designed to keep the consumer connected to programming anytime, anywhere.

“Our mobile commerce strategy is very customer-centric,” said Angie Simmons, executive vice president of multichannel platforms at QVC, West Chester, PA. “We strive to be everywhere our customers are and, more importantly, everywhere they want to reach us.”

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.

Mobile’s special value
The QVC application lets consumers view Today’s Special Value, an item offered at a low price – good for that given day until 11:59 p.m. ET unless it sells out sooner, and One Time Only Value.

The One Time Only Value is an item offered at a low price for a limited amount of time.

Additionally, consumers can shop QVC’s live show through the Current Item On-Air and Items Recently On-Air sections.

Consumers can buy directly through the application’s Speed Buy feature and new customers can make purchases through the Call to Order function.

The application also gives consumers the option to share products via email with friends or send-to-self as a reminder.

Consumers can search the multimedia retailer’s inventory of approximately 95,000 items by product description, item number, word or brand.

The application also features product images, information, sizing and color swatches.

“The QVC app is not only an extension of our mobile presence, but also of our live programming,” Ms. Simmons said. “It was meant to provide our customers with a multichannel experience – they can use it to shop the show wherever they are or as a tool to shop while watching the show.”

QVC is targeting the same demographic as its on-air and online programming – mostly tech-savvy, smart women who love to shop.

The application is promoted through on-air spots on QVC and it is featured at http://QVC.com.

A multichannel approach
In addition to the QVC iPhone application, the televised home shopping giant has a mobile Web site at http://m.QVC.com where consumers can browse QVC products, find show information and make purchases.

QVC also has a mobile SMS alerts feature where customers can sign-up to receive updates on shows and product offerings and the ability to purchase products through text ordering.

The network also has Facebook, Twitter and YouTube pages to interact with consumers.

“We are always actively listening to our customers and requesting their feedback,” Ms. Simmons said. “Our launch into mobile commerce early last year was a direct result of this.

“Our customers shared with us that they wanted to be able to reach us, no matter where there are, and we responded,” she said.

“To remain a competitive player in the industry, we feel that it is important to stay on top of these trends and provide our customers with the solutions they are looking for.”