QVC’s Parent Company Looking to Improve Results by Wooing New Generation of Customers

Image of QVC via the Chester County Economic Development Council.

QVC’s parent company is looking to improve on falling sales by attracting a “new generation of customers” with investments in platforms beyond just television, according to Qurate Retail Group CEO Michael George, writes Ellie Silverman for The Philadelphia Inquirer.

During a conference call last week, George already touted some improvements in this area. The company’s core customer base has primarily been women between the ages of 35 and 64. However, a digital-first launch of an exclusive fashion collection with QVC drew in 80 percent of its new customers between the age of 25 and 44.

Even so, Qurate struggled in the second quarter ending June 30, with its total revenues falling by four percent to $3.1 billion.

Meanwhile, the Zulily website, which Qurate bought four years ago to reach younger women, has also had its share of trouble, dropping 13 percent to $363 million for the quarter.

George said that plans to right the course include finding “more effective forms of marketing” beyond Facebook, as well as improving the customer experience with freshness for both the products and the website.

Read more about Qurate’s plans in The Philadelphia Inquirer here.

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