By Jennifer Leonard
Forget the stereotypes, the QVC customer is no longer just a kindly granny with a remote control. She’s evolved dramatically since the company first launched in 1986. And while still loving shopping as entertainment, she’s also:
1. A social media fan.
In many ways, QVC was America’s first influencer. And as social media exploded, the company and its audience didn’t miss a beat; shoppers now flock to 220 social pages and watch more than 100 hours of weekly content on Facebook Live.
2. Getting younger.
While customers mostly fall between 35 and 64 years of age, more and more millennials are discovering QVC. Recently, the company digitally launched an exclusive fashion line—and 80 percent of new buyers were 25 to 44 years old.
3. Frequenting high-end department stores.
Not only do they have a net worth that is 3.3 times the American average, they’re also 2.2 times more likely to shop at Saks.
4. Enjoying a safe space.
QVC Addicts is a private Facebook group that boasts 30,000 members. This is where dedicated shoppers log on to chat about their purchases and viewing habits—no negativity allowed.
5. Insanely loyal.
More than 90% of QVC’s sales come from repeat customers. And once hooked, customers order an average of 25 items each year.
6. Into loud ties and happy dances.
Host Joe Sugarman discovered that the louder his tie, the more product he sold. And favorite on-air personality Dave Venable perfected a signature “happy dance” that boosts customer response each time he spins around.
7. Becoming a tech geek.
Technology and electronics are a growing part of QVC sales. Today, their audience expects daily deals on everything from laptops and tablets to televisions and smart phones.
8. A trendsetter.
Credit QVC shoppers with making SPANX a household name. They also put IT Cosmetics, philosophy skin care, bareMinerals makeup and “Jean Queen” Diane Gilman on the map.
ABOUT THE AUTHOR
Jennifer Leonard is a writer at VISTA Today, specializing in retail and consumer marketing. A West Goshen resident, Jennifer has 20 years of experience as a full-time editor and writer for magazines including Woman’s World, Cosmopolitan and Seventeen. Jennifer is available at firstname.lastname@example.org.
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