New Visual Expression Reflects QVC’s Leadership as a Digital Destination for Inspired Shopping
QVC unveiled a new visual identity and logo and a new app for iPhone devices, designed to enrich the immersive, engaging, video-based shopping experiences QVC offers, particularly in the mobile world customers love.
“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 Group, and Chief Commerce Officer, QVC US (QVC is part of Qurate Retail Group). “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.”
QVC research shows that current and prospective customers share common attributes: They pride themselves on making smart, informed purchases; they value close connections with family and friends; they quickly adopt new technologies; and they love video storytelling that helps them discover items and ideas to brighten their lives. About 60% of QVC US sales are ecommerce sales, two-thirds of which are happening on mobile devices.
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The new logo combines a square representing the many screens through which customers connect with QVC, a circle reflecting the constant conversation QVC creates with and among its customers, and a line echoing both an open door to a vibrant community and the handle of a magnifying glass that stimulates discovery. The result is a reimagined “Q” in a sleek, mobile-friendly format and color scheme that underscores QVC’s mobile-first, social-first approach to video shopping.
With this rebrand, visuals and other elements across the QVC brand are designed to break through and capture attention on the small screen, reflecting the profound changes that social has brought to digital retail. Photography is thumb-stopping, intimate and candid, with rich details and organic patterns. Videos are shot in a casual, unfiltered manner, with close-ups, movement, through-shots and surprising angles. New studios bring viewers into trendy urban spaces, along with suburban settings. Music and copy are playful and spirited. These changes have already gone into effect for new content across QVC’s platforms.
“Our brand identity is a visual manifestation of the evolution of our business and our customers,” said Susan Ripke, Vice President, Brand Strategy. “We’re creating friendly, inclusive environments in digital that invite customers to engage more deeply with us, especially those who are getting to know us for the first time. For example, our flagship QVC mobile app features bold, square modules and horizontal scrolling for binge-worthy video.”
Q Anytime: More video, in bite-sized chunks
QVC’s new app, Q Anytime, complements the flagship app with an expanded, ever-changing feed of shoppable videos, presented in easy-to-consume 5-8 minute segments, available on demand. By tapping a video, customers can buy a product or get more details. Customers can also customize their feed by category or build a playlist by liking videos.
Currently, Q Anytime draws videos automatically from its vast library of live and on-demand video content, with new videos added every two hours. Over time, QVC plans to offer original content, episodic series, and other extras on the Q Anytime app, all tailored for the mobile audience. QVC is promoting Q Anytime via paid social placements and on QVC’s digital and broadcast channels.
“In many cases, today’s consumers are discovering new brands through video and social apps on their smartphones and other mobile devices,” said Alex Miller, Senior Vice President, Digital Commerce and Marketing. “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 Q Anytime app is available in the Apple App Store for iPhone. QVC’s new brand identity is launching today in the U.S. and will launch in QVC’s international markets later this year.
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