QVC Buyer Offers Q-Insight

Happy Thanksgiving everyone! Yesterday, The Q Factor had the opportunity to interview a QVC buyer. Although she wishes to remain anonymous because of the power of Q execs, she offered great knowledge of all things Q.

QueenofQ: Why are QVC shoppers so loyal to the company?

QBuyer: Because we offer great quality at great prices. They trust the hosts and find them credible on many subjects. And the hosts are actually very credible, they're trained. For example, Lisa Robertson [sells jewelry] goes to Italy and tours the gold manufacturers place of business.

QueenofQ: Why is shopping at QVC kept secret? Why does it seem taboo to say, "I Q"?

QBuyer: People have a negative perception - they think our shopper is a woman who sits around all day and shops at home, an old woman. But really our shopper shops so much, she even shops at home. She knows a good value when she sees it because she knows the market. The QVC shopper is more affluent and educated than people think. She's a soccer mom.

QueenofQ: What is the mindset behind the iQdoU? campaign?

QBuyer: In the 21 years QVC has been around, we turn 21 on Friday, the company has never done an ad campaign. The reasoning behind that was that we're already in 90 million homes. But out of that 90 million, QVC is only reaching 30 million people. I hope the campaign changes people's perceptions of what we are, and what we're about. I hope it can also bring in new names [vendors].

QueenofQ: I've noticed QVC ads in magazines like US Weekly and Vogue. Is QVC trying to reach a younger audience?

QBuyer: I think that, sure, they want to attract a younger audience. But QVC would never rely on a younger audience to comprise the customer base. A younger person would never say she shops on QVC.

QueenofQ: How do you think QVC could improve?

QBuyer: I would first like to state that QVC is an incredible force in "home shopping." QVC is bigger than all competitors combined. With that being said, I think they could definitely try to bring in more brand names. For example HSN had Scoop NYC and Sephora on this year. We have big names, but we'd like to get more. And we're making progress, this year we featured Bobbi Brown, Paula Deen and Tacori.

QueenofQ: What percentage of the business do online sales constitute?

QBuyer: 30% of general business comes from online sales. QVC just updated the website. This was to generate sales, but also to keep up with the times, the website was looking a little old!

The Q Factor extends thanks to our anonymous Q Buyer. And remember, even though it's Thanksgiving and the stores are closed...Q is still on!