Qurate Retail Group is rolling out several programs that company officials said build on its history in video, digital and social e-commerce.
Among the new initiatives is integrating voice-activated technology into video shopping, launching socially-driven and digitally-native micro-brands to attract social-first customers and leverage storytelling in new formats to engage with consumers earlier in the buying process.
“We are perfectly positioned to capitalize on the explosion of digital video content consumption,” said Mike George, president and CEO, Qurate Retail. “Our business model was built on marrying video with commerce, so the transition to digital platforms is a natural one for us.”
Its voice-activated initiative will incorporate Amazon’s Alexa platform. By early 2019, consumers will be able to order products from a live broadcast, search for other items, check on shipping updates and find out other account details.
Following the launch of its beauty brands Ellie Sugar and Fuss Beauty, Qurate is launching two fashion brands— Du Jour at QVC and Curations at HSN— with a social-first strategy.
Also, the company is targeting channels such as YouTube, Instagram TV and iTunes with longer-form content and original stories designed to build what the company called “top-of-the-purchase-funnel engagement.” This initiative will utilize podcasts such as “Shop Culture” and “Basic Beauty” and a social video series including “One On Wine” and “All Made Up.”