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How QVC's omnichannel focus leads to better customer engagement

Tom Kaneshige | Nov. 14, 2014
The shopping network’s CIO says that by using metrics of engagement (as opposed to pure revenue tracking), QVC is able to determine the effectiveness of its omnichannel investment.

Engagement is the key: Some customers engage with QVC up to 15 times a day over multiple channels to research products, check on orders, watch videos and other activities. "The more platforms she engages with us on, the better customer she is," Dillman says. "We see it directly in the numbers."

QVC plans to take omnichannel to the next level. For the next release of Second Screen, Dillman plans to add Facebook, Twitter and Instagram features so that consumers can connect socially. Given QVC's expertise in video creation, Dillman is also looking at other channels to bring video to the consumer.

"Video is pretty powerful... technology is our sword," Dillman says. "Digital is such a key part of what we do that it has to be everybody's job. We have to work together or it won't work."


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