When the Mobile Satisfaction Index was released on February 13, 2013 by Foresee, an organization that carries out surveys of customer satisfaction, QVC was ranked as one of the top three e-retailers on the mobile platform. Although the firm has already been recognized for its customer service for its television and Internet home shopping in many other surveys, the Foresee ranking was in the emerging mobile segment. “Customers are using their mobile phones as integrated parts of their shopping experience,” said Eric Feinberg, one of the directors at Foresee.1
Since it was launched in 1986, QVC has rapidly grown to become the largest television shopping network. Although it entered the market a couple of years after rival Home Shopping Network, the channel has managed to build a leading position. By 2012, its reach had extended to over 200 million households all over the world. It regularly ships almost 165 million products annually to customers, resulting in almost $8.5 million in sales. It has been attracting audiences to watch its shows across U.S., U.K., Germany, Japan and since 2010, also in Italy.
The success of QVC is largely driven by its popular television home shopping shows that feature a wide variety of eye catching products, many of which are unique to the channel. It organizes product searches in cities all over the U.S. in order to continuously find new offerings from entrepreneurs that can be pitched at customers. During these events, the firm has to screen hundreds of products in order to select those that it will offer. In one of its recent searches, QVC had to evaluate the appeal of products such as nail clippers that catch clippings, bicycle seats built for bigger bottoms and novelty items shaped like coffins.
But QVC is also trying to entice new customers by battling a perception that direct-response TV retailers sell just hokey, flimsy or kitschy goods. Its jewelry selection features prestigious brands such as...