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Matteo Pozzuoli - Conversations that break the distance How the «social» DNA of QVC is translated into social media
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Matteo Pozzuoli - Conversations that break the distance How the «social» DNA of QVC is translated into social media

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Matteo Pozzuoli, Speaker at Social Business Forum 2013

Matteo Pozzuoli, Speaker at Social Business Forum 2013

Published in Business
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  • 1. Conversations that break the distance How the «social» DNA of QVC is translated into social media
  • 2. 02 | QVC COMPANY IN THE WORLD QVC WORLDWIDE A GLOBAL MULTIMEDIA RETAILER BASED IN US, UK, GERMANY, JAPAN, CHINA AND FROM OCTOBER 2010 IN ITALY TOO. 11,5 MILLION CUSTOMERS WORLDWIDE One of the key companies in John Malone’s Liberty Media Group - TLC guru One of the biggest retailers worldwide Second USA TV channel in terms of turnover, after CBS Over 17.000 employees worldwide More than 35% of turnover outside USA 8 distribution centres and 7 call centers worldwide 8,5 BILLION DOLLARS IN 2012
  • 3. 03 | QVC IN ITALY QVC IN ITALYLAUNCHED ON OCTOBER 1° 2010 Headquarters in Brugherio (MB), close to Milan. Building/technological investment of 65M€,15.000 eco-friendly square metres to ensure sustainability and resources protection. Intrduction of a new logistic center in July 2013 Almost 600 people currently employed. Property Contact Center inside the company.
  • 4. 04 | QVC IN ITALIA Last update: 31.03. 2013 NUMBERS OFITALIANBUSINESSSOFAR 3.5 Mio calls 16.643 hours of live shows 86.000 fans on our Facebook profile 15.027 products 25 products per year/per customer 120 new products each week 11 new brands each month
  • 5. 05 | QVC IN ITALIA RELATIONSHIP WITHOURCUSTOMERS A TRUST-BASED RELATIONSHIP WITH THE CUSTOMER IS THE CORE OF QVC PHILOSOPHY, BOTH WORLDWIDE AND IN ITALY AND THE FIGURES SHOWED IT. Percentage of CUSTOMERS’ SATISFACTION Global percentage of “REPEAT CUSTOMERS” on total revenues: 96%
  • 6. 05 | QVC IN ITALIA WHYQVCCUSTOMERSARE SOSATISFIED? HOWQVCCREATEDTHIS STRONGRELATIONSHIP? HOWQVCBROKETHE DISTANCE? 05 | QVC IN ITALIA 06 | QVC IN ITALY
  • 7. QVC IS A PUBLIshare QVC BRAND ROLE Beingwhatwereallyare 07 | QVC IN ITALY
  • 8. sociale socievole QVC BRAND ROLE Beingwhatwereallyare QVC IS SOCIAL 08 | QVC IN ITALY
  • 9. FB Fanpage started with an educational and customer care approach 09 | QVC IN ITALY • Educate about QVC • Inform activities and initiatives • Support customers • Generate community through engagement, exclusive contents, shopping experiences • Stimulate dialogue between users Encourage UGC from the fanbase • Identify QVC Ambassadors so to spread QVC Values • Leverage social as a NN driver FROM EDUCATION TO COMMUNITY FB Fanpage is a place where users feel and act like members of a community FB fanpage will evolve in a place where to exchange shopping/life experiences Enlarge the presence on social media and create an owned community. YEAR 1 YEAR 2 YEAR 3 AND FUTURE
  • 10. 10 | QVC IN ITALY QVC VALUES INTO SOCIAL MEDIA Uniqueness Rewarding Sense of Belonging Engagement Constant Dialogue social media as a perfect reflection the conversation attitude of QVC. Dialogue is at the center. Conversation and listening attitude: a unique way to serve customers.
  • 11. 11 | QVC IN ITALY REALFEEDBACK FROM REALFANS Source: Human Highway 2013
  • 12. 11 | QVC IN ITALY REALFEEDBACK FROM REALFANS Source: Gfk Eurisko 2013 «Appena arrivo a casa, prima ancora di togliere la giacca, accendo la televisione» «Le tv è sempre accesa da quando mi sveglio al mattino fino a quando vado a letto la sera» «È come stare nel paese dei balocchi: scegli, chiami, sono gentili…» «faccio il numero di corsa, ti prego rispondi… signorina scriva subito il codice poi le dico li resto! È una corsa all’ultimo respiro, è bellissimo» «Sembra una chiacchiera tra amiche» «È come se fossero sedute sul tuo divano»«È come avere degli amici in casa che ti parlano di continuo» «Sono gentilissime, pazienti, ti ascoltano» «Se hai dubbi sulla taglia loro ti danno una mano a trovare quella giusta o anche ti danno un consiglio sul colore» «Quando ho dovuto rendere un abito ma non avevo più il talloncino e lo avevo messo già due volte loro mi hanno detto di non preoccuparmi che me lo ritiravano lo stesso… più di così!»
  • 13. 11 | QVC IN ITALY REALFEEDBACK FROM REALFANS