QVC UK adds social commerce to reach consumers where they shop now

By

Sandra Halliday

Published
Feb 26, 2019

Home shopping specialist QVC UK said this week that it’s “introducing social commerce to create a discovery-led shopping experience.”

The multi-platform retailer has partnered with social commerce specialist Curalate and is using its tech to make visual content on social media shoppable.

The company said the move “adds a new dimension to our multichannel retail offering, which is in tune with the way people now shop.” Emma Goble, Content and Social Marketing Senior Manager at the firm, added that it’s “always looking for new ways for our customers to shop with us and [is] keen to use our social posts in a more dynamic way.”

More and more retailers are working to make the most of the huge amount of content they have on social media and to reach out directly to their customers (and prospective customers) where they spend much of their time. In the case of the modern shopper, that time is spent on social media.

In addition to this, the company is enabling consumers to discover products from “intelligent”, shoppable images featured onsite via its #MyQVCFind gallery and also in blogs.

Curalate CEO Apu Gupta said QVC, whose roots are in selling via TV-based shopping channels, “has a unique retail business model and understands the need to bring products to life not just through TV but all forms of digital media. Encouraging more people to engage with its social content will drive sales for QVC UK while providing a pleasurable and meaningful experience for its customers.”

Curalate itself has a strong track record in turning images and videos into shoppable content via social channels, ads and emails with its other clients including Topshop owner Arcadia, Neiman Marcus, Louis Vuitton and J.Crew.