QVC, the television and online shopping channel, is overhauling its mailing strategy to attract more upmarket customers by promoting the top brands it sells.
The first stage of the strategy, devised by Stephens Francis Whitson, has seen the welcome pack – which is mailed to new customers when they make their first purchase – completely revamped.
Using high-end photography with the theme of temptation, the pack now showcases the large range of quality products on offer, from beauty and fashion to jewellery and accessories. Beauty house Shiseido recently became the latest top brand to retail on QVC.
Paul Turner, QVC senior marketing manager, comments: ‘‘With an approximately 1m and growing active customer base, engagement at all stages of the customer lifecycle is critical to our business. This pack presents our wide rage of products in a completely new and engaging way. This is just one way SFW is helping to ensure QVC continues to grow.’’
“Many first time buyers are surprised at just how many premium brands QVC sell,’’ SFW account director Sophie Weeden says. “In a move designed to reinforce QVC’s credentials as a supplier of premium brands, this new pack adopts a new approach to the presentation of products, more akin to the style found in high-end glossy magazines.”
The service, which broadcasts 17 hours a day to 5.4 million viewers across cable, satellite and digital terrestrial platforms, recently launched a dedicated Beauty Channel. Products can be purchased by phone, online or via red-button service QVC Active. Last year, the company shipped more than 13.5 million units and handled more than 14,500 phone calls.
ENDS
Notes to editors:
Stephens Francis Whitson is part of the VCCP Partnership. The agency was founded in 2005 by Ben Stephens, Neil Francis and Chris Whitson, and clients include RSA, Southern Railway, Aviva Investors, The New Football Pools, QVC and The O2. www.sfwlondon.com
For more details contact: Ben Stephens at SFW on 020 7592 7552.
