The men and women behind the scenes of West Chester’s Studio Park hold the power to build on QVC sales momentum, answer customer questions on-demand, and interject trending topics into live broadcasts.

As part of the company’s data analytics response technology division, they’re keeping QVC tuned in to the world and the world tuned in to QVC, according to a Philadelphia Inquirer feature by Jonathan Takiff.

“It’s QVC’s way of jumping into the larger conversation — staying relevant — and also our way of making sure we get our fair share of the sales,” said Vice President of Consumer Insights and Business Intelligence Peter Goodnough.

“If there’s suddenly a lot of conversation going on about, say, Fitbit,” said Global DART Manager Dana Green, “we can send a message to the (stage managers), they relay it to the talent. Seconds later, the spokesperson on air could be slipping activity trackers into the conversation, pointing out that QVC.com has Fitbits available in all colors at competitive prices.”

QVC also employs technology to respond to macro trends. That’s why it has invested $2.4 billion in attracting millennial moms through Zulily, the article noted, or why it launched its newest channel, Beauty iQ.

Read more about how QVC keeps it old-school television channels up to date with the hottest new technology in the Philadelphia Inquirer here, and check out previous VISTA Today coverage of QVC here.