As baby boomers age out of QVC’s prime demographics, the West Chester-based retail giant is turning to style-conscious millennial women, writes Emily Goulet for Philadelphia magazine.

The company that had $8.7 billion in revenue last year stays relevant by continuously adjusting to change. Its response to the growing popularity of e-commerce was to acquire the flash-sale site Zulily two years ago, and it’s now just behind e-commerce behemoths Amazon and Walmart.

But its biggest challenge yet is changing demographics. To maintain its position, QVC is banking on shopping-obsessed, mid-30s women. To do that, the company is making itself more attractive to younger generations by moving its image away from being for gray-haired grandmothers sitting in front of their televisions.

[uam_ad id=”58459″]

Advertisement

One technique for this is to use its Data Analytics Response Technology room. Here, technicians monitor online conversations and analyze Google data, trending searches, customer engagement, and even news programs and the weather.

“We want to react to where the customer is and how she’s feeling about a presentation, and then customize it in real time,” said Alex Miller, QVC’s senior vice president of digital commerce.

Read more about QVC’s future in Philadelphia magazine here.

[uam_ad id=”58462″]