QVC is keeping customers engaged post-sale by emailing them a video that provides tips and information about how best to enjoy newly purchased items.

The West Chester, PA-based home shopping network is extending its television persona farther into customers’ homes by sending customers a video that might demonstrate multiple ways to wear a particular accessory. It is the latest example of a retailer trying to create a seamless cross-channel experience for consumers.

“As more and more customers are experiencing QVC for the first time on digital platforms, we are refining every customer touch point to deepen engagement – and email is a part of that,” said Todd Sprinkle, vice-president, content and platform innovation for QVC, United States.

“One of the strengths of TV is the ability to demonstrate and explain – especially when it comes to items that are more complex to use or put together,” he said. “QVC is a relationship-oriented business and we are always looking for new ways to make the purchase experience fun and experiential.”

Helpful videos

Mr. Sprinkle, who was named head of content and platform innovation last year after holding the title of vice president of mobile and e-commerce operations, talked about West Chester, PA-based QVC’s video-email program during last week’s eTail East 2014 conference in Philadelphia.

QVC, the second-largest US mobile retail site as of August 2013, initially tested a post-purchase email to customers with follow-up on content on how to use or assemble certain items, especially particularly complicated ones. When returns decreased, the company broadened its thinking on the post-purchase experience to include video on how to use, how to wear and how to love something.

“We see this experience as way to enhance the joy that comes with receiving a package in a way that is true to the QVC brand,” Mr. Sprinkle said.

In his remarks to the eTail East conference, he added, for example, that a post-purchase email/video might show five different ways to tie or style a scarf.

Video important
Reflecting video’s importance to QVC, late last year it revamped its mobile application to simplify and speed up mobile commerce and broaden video viewing and social media sharing.

The update aimed to simplify the selection and purchase process by updating the shopping cart so it is easier to access special offers and check out options.

The revamped app includes an HD live stream, and gives users the option to purchase current items featured on-air. The app includes additional product detail informational tabs, such as size charts, brand information, ingredients and delivery date estimates.

“Over the past 27 years, we learned that there is no better way to tell a story than through video, and video is increasingly become more important to the ecommerce experience,” Mr. Sprinkle said. “In addition to being a retailer, we are also a broadcast company. Because we own our own content, we have been able to leverage the live show content throughout other platforms. In addition, we have the ability to experiment with tailor-made content specifically for an individual channel – like email.

“We understand video’s capability to provide customers an in-depth view of a product or a demonstration that reduces hesitancy one might have about purchasing an item they cannot touch, feel or try on themselves,” he said. “Video content can both facilitate a purchase decision, and also build brand trust and credibility.

“As we plan for the future, we’re very thoughtful about the content strategy by platform and understanding where we should be producing content for individual platforms to tell stories.”

Final Take
Michael Barris is staff reporter with Mobile Commerce Daily, New York.