QVC, the television home shopping network, is releasing a video shopping app for the iPhone, to create what the company calls “immersive, engaging, video-based shopping experiences” in a mobile platform.
“Consumers have embraced QVC as a leading digital destination for product discovery and inspirational shopping, and our new brand identity and video app reflect this reality,” said QVC Chief Merchandising Officer Mary Campbell. “More than 80 percent of new customers are coming to QVC US via our digital platforms. Customers recognize that our apps and website offer highly appealing products at great values, brought to life via compelling stories, vibrant personalities and personalized content.”
The app is called Q Anytime, and it will have constantly changing shopping content on video in segments of five to eight minutes. Customers who use the app can customize their feed or select videos they like for a playlist, and they can tap on a video for more information about the product.
"Consumers have embraced @QVC as a leading digital destination for product discovery and inspirational shopping, and our new brand identity and video app reflect this reality,” said Mary Campbell, Chief Merchandising Officer, Qurate Retail GroupSM, and Chief Commerce Officer, QVC pic.twitter.com/ns3GfT92EO
— Qurate Retail Group (@QurateRetailGrp) February 8, 2019
The company has plans to expand the app beyond just the shopping videos, too.
“Over time, QVC plans to offer original content, episodic series, and other extras on the Q Anytime app, all tailored for the mobile audience,” the company said. “QVC is promoting Q Anytime via paid social placements and on QVC’s digital and broadcast channels.”
Senior Vice President of Digital Commerce and Marketing Alex Miller said he wants customers to get used to the idea of watching QVC videos on their phones.
“In many cases, today’s consumers are discovering new brands through video and social apps on their smartphones and other mobile devices,” Miller said. “Q Anytime represents our latest push into a video-first mobile experience, leveraging our unparalleled content production capacity with decades of experience in video shopping. We’re excited to bring this to our customers and invite them to personalize their experience with QVC.”
The company also debuted a new logo, which is a stylish Q inside of a box.