QVC profits soar through business / consumer dialogue

QVC is one of the world's leading direct sellers, reporting a turnover of more than a billion dollars in 2007 and having netted huge profits in previous years as well. One of the secrets behind QVC's success lies in their multichannel approach. Not only does the company use television and telephone channels to create sales, it's also very well-represented through the online website. Among other things, the website serves as an extension for the television shows, allowing shoppers to watch online reruns of shows that previously aired.

 

Another factor in QVC's success is their remarkable use of co-creation. Customers can communicate with the television show's producers and hosts directly through weblogs and chat sessions. The feedback and suggestions that arise from these dialogues are adopted by QVC and turned into specific improvements, for instance on the website itself.

Viewers can call into live broadcasts and ask questions about products on display, or leave product reviews online. A month after the latter option was introduced, QVC's website contained 80,000 customer reviews: a testament to how eager customers are to share their opinions and how well the company's implemented the feature.

 

Even offline retailers benefit from QVC's rampant success. Whenever QVC shows a particular product in its television broadcasts, offline retailers note a product sales spike as well.

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