3. “Consequently,
great service is not
just about speed and
accuracy but also
about warmth and
personalization”
Peter Oumanski
Writer, INC Magazine
4. table of contentsExecutive Summary
Situation Analysis
SWOT Analysis
Social Business
Strategy
Corporate Branding
Promotion
Public Relations
Social Media
Digital Media
Advertising
Internal Communications
Timeline
Budget & ROI
Evaluation
Conclusion
Appendices
8
14
36
40
48
58
66
70
74
78
80
84
90
94
100
106
110
5. “Emotions are never simple; they are often
rife with contradictions. In a business
context, when customers tell you they
love you, this is good right? But why is
it they love your products but never buy
them? Would you rather have them hate
your products and buy them all the time?”
Clotaire Rapaille
Author, The Culture Code
6. “To create great customer service,
you need to always give the customer
more than they expect by providing
that extra level of care. Then,
when the customer is accustomed
to that level of care, you should
continue to surprise and delight
them with new, added offerings.”
John Hunter
Customer Fulfillment, QVC
9. “In order to truly achieve being
social, corporate culture is key.
Every employee has to think socially.
Businesses need talent they can trust
We must empower employees.
We can’t call a committee meeting
to determine a response-strategy
for every tweet; it’ll be over.”
Jay Baer
Social Media Guru
10. 11
The way we do business is over.
Consumers have revolted. They want our attention. They want our love. They
want our care. For too long, we’ve ignored one basic fact; we are in a
relationship.
Social business is our new way of commerce; it is the only way from this
point on. Building this framework for our e-commerce strategy will ensure
that QVC customers know we care deeply for them.
We will launch Q.you.
Q.you is a customizable digital platform tasked with personalizing the QVC
experience online. Our customers are online, all the time. We must be too.
This personalized platform will have endless choices and services.
We’ve rediscovered the women and re-imagined the way she shops with us. This
will be the only opportunity for her to create an online shopping experience
that is all her own.
Our relationship will grow. Her story is our story.
In the end, the customer controls her shopping experience. At QVC, we give
the customer full control.
Q.you is the future of QVC.
12. 13
QVC is a brand people get really excited about. They want to tell
their friends at parties, they are raving about it on Facebook.
They are wearing, cooking and using the products day and night.
QVC has created a niche experience equipped with excellent customer
service and a wide array of products with unlimited ways to shop.
These featurss made it the successful retail network giant it is
today.
QVC was once only a television network but now has expanded into a
multimedia retailer with QVC.com and mobile applications.
The company is ever-expanding and continues to bring new brands and
experts across many industries to its network. QVC has capitalized
on the average consumer growing tired of the hassles and headaches
of department stores.
Currently, women, ages 35-55 have been responsible for their
growth.
QVC ranks 5th for Top Customer Service according to the 2011
National Retail Federation/American Express Customers Choice
Survey. QVC programming reaches more than 98 million U.S.
households and more than 180 million cable and satellite homes
worldwide.
QVC.com
attracts more
than 6 million
unique
visitors
each month.
14. Experiences
had with
a brand
defines it
in the mind
iPad
Innovator No.5Top Customer
Service
2011 National
Retail
Federation
American
Express
Customers
Choice Survey
Quality
89%customer
retention
rate
15. Products&Services
QVC products are trendy and of higher quality. They
create an experience without the consumer actually being
in the store. The exclusivity and limited availability
creates a high demand.
QVC continues to expand its product lines, most
recently offering couture fashion designers, such
as Isaac Mizrahi and
Rachel Zoe.
Due to a secured partnership with Mercedes Benz
Fashion Week and the success of
Fashion’s Night Out, the brand has been significantly
exposed to a larger audience.
QVC’s unparalleled service extends to all channels
of a multimedia experience, including television,
phone, online, mobile and tablet touch points.
apparel beauty shoes
accessories
jewelry
cookware
gourmet food
electronics
gardening
Customer Service
Purchasing Options
Exclusivity
Fulfillment
Pricing Features
16
16. ProgramHosts
Customers resonate with hosts first and the
brand second. These hosts have helped build
relationships and familiarity with customers
along with ensuring product quality and building
trust.
At point-of-sale, the consumer is faced with
someone who understands the situation a product
fits into, through a pleasant experience that’s
quick and simple.
Each host has the ability to make shoppers feel
like they are in a conversation, a real person
to relate to with the same everyday issues. These
factors deliver great results for converting the
customer to purchase.
QVC Hosts
17
17. CurrentMarket
QVC’s primary target is educated women between the
ages of 35 and 55. These women are professional
and powerful in their industry bringing home a
salary figure between $60,000-$100,000+. 85% of
these women are Caucasian and have kids that are
grown.
They value services and quality over cheap prices
and more products but are still deal-seekers.
Shopping with QVC has become a part of them and
their daily routine.
Customer Loyalty
There are few and far between customer-brand
relationships like the one QVC builds with its
customers. Whether you’re a long-time shopper
or brand-new, QVC instills respect and trust
from the first purchase. This characteristic has
continued to set QVC apart from other retailers.
Women
18
18. KeyTrends
Mobile Marketing
and Deal Hunting
In 2010 infrastructure,
technology and design
finally intersected in
the mobile world and for
thefirsttime,Smartphone
sales overpowered the
sales of desktops and
laptops. In 2010, iPhone
and iPad applications
were downloaded more
than 7 billion times and
that serves as a great
indicator that consumers
are willing to engage. In
2011, mobile users will
interact with content,
companies and the web
more on their phones and
tablets than on their
computers.
Social Media is
Female
Women are dominating
the social sphere.
According
to researcher and
social media guru,
Brian Solis, sourcing
his data from
Google’s Ad Planner,
the majority of
functioning beings
on almost all social
networking sites are
women. Women crave
thissenseofcommunity
when shopping around
and like to help
each other during
the process. Social
Networking allows for
a conversation around
any topic, that which
creates influencers
and opinion.
iPhone Mom Mommy Bloggers
Social Media Will Improve Customer Service
According to techcrunch.
com writer Leena Rao,
there’s a relatively
new mobile advertising
demographic on the street:
iPhone Moms. Similar to the
“soccer mom,” iPhone Moms
are a new consumer segment
that has vast potential
for advertisers and app
developers. These moms
who own iPhones, currently
make up 29.5% of all
iPhone users. They favor
the convenience of mobile
shopping applications,
saving them time because
they can find the product
at the lowest price from
any retailer. Of these
moms, 96.2% who own iPhones
are involved in household
purchase decisions.
Widely renowned and highly
influential, mommy bloggers
rule the blogosphere
especially when it comes to
online shopping.
Blogher.com, a powerful
commonwealth of women
bloggers that proves once
and for all that those
naysayers have little
understanding of the Net
or of women. With 76,000
registered bloggers plus 80
paid contributing editors,
Blogher has become its own
advertising network through
its 2,500 affiliated
bloggers with
revenue-sharing agreements.
In an age where women make
80% of household purchasing
decisions and as eyeballs
movefromtraditionalmedia-
television and print-to new
media, mommy bloggers are
becoming a media all their
own.
In the next two years, 30% of large companies will extend their online community
activities to include improving customer service, compared to only about 5%
in 2010, according to Gartner Inc. “Today most social customer relationship
management efforts are centered in corporate marketing departments and geared
toward brand management. This could mean putting up a Facebook page or opening
a company Twitter account.” Smart customers are now using the marketing outposts
set up on these social platforms as a backdoor way to get faster customer service
than they might otherwise get through traditional channels.19
19. Distribution
Fulfillment is also a significant value of shopping with
QVC. Product delivery time is seven-ten days. QVC has four
distribution centers across the United States located in
Lancaster, PA; Suffolk, VA; Rocky Mount, NC; Florence, SC. Most
of the inventory is stored in these distribution centers.
Ordering Options
• QVC.com
• Automated Telephone Order Entry Systems
• Ordering through a Customer Service Representative
• iPhone, Android and Blackberry Mobile Applications
• iPad Application
From Retailer to Consumer
20
20. TheCompetition
HSN is the most significant competitor. The three billion dollar
interactive multichannel retailer operates two segments, HSN &
Cornerstone and HSNi. HSNi offers the retail experiences on TV, online,
via mobile devices, catalogs, and in brick and mortar stores. HSN, now
reaches approximately 96 million homes. HSN.com is a top 10 trafficked
digital sales site. In addition to its existing media platforms, HSN
is one of the industry leader in transactional innovation. According
to 3rd quarter reports from 2010, HSN’s net profit earnings is up to
$708.4 million.
Strength: HSN offers similar brands in the same product categories.
Weakness: HSN is a mass market competitor, not reputable for personal
service and care to its customers.
Competitive Advantage: They were the first home shopping network
retailer, well-known and perceived relatively well.
ShopNBC is a multi-channel electronic retailer operating with the premium
lifestyle brand, NBC. The shopping network reaches 73 million homes in
the United States via cable and satellite television. Programming is also
streamed live on the web at ShopNBC.TV as well as its companion Internet
site, ShopNBC.com. It is recognized as a top e-commerce site.
Mission: to be the premium lifestyle brand in the television shopping and
broadband industry.
While they possess a similar variety of product categories, ShopNBC is
not as nearly as successful in customer reach or relationship building.
Strength: They have positioned themselves as a lifestyle brand, offering
high-end products at affordable products.
Weakness: General awareness of the brand is not as widely known or
reputable.
Competitive Advantage: They have the viewers of the television network
giant, NBC closer to their brand.
21
21. FinancialAnalysis
“QVC’s success in 2011 is a result of our strategy to
engage customers with compelling content and unique
products at a great value. This focus has allowed us
to expand our global market leadership in video and
eCommerce retail, despite a tough economy. We gained
new customers at a record pace by engaging people who
love to shop across all our platforms. We established
ourselves as a global leader in mobile retail.”
Mike George
QVC President & CEO
2011
Consolidated
Revenue
e-Commerce
Revenue
Average
Selling
Price
Increased 6% from 2010 to $8.3
Billion
Increased 25.6% to $2.16
billion
Increased 8% from $56.00 to
$60.35
22
22. QVC’sCampaigns
Currently, the integrated marketing campaign “Don’t Just Shop,
Q,” has been widely successful. So obviously, this message is
trying to convey this idea that QVC is an alternative shopping
experience. Each season, the campaign is changed during significant
times of the year.
Examples, “This Spring, Don’t Just Shop, Q” or “This Holiday,
Don’t just shop, Q,” have been simple and very effective in
messaging and intent.
Don’t just shop, Q
23
25. SocialMedia
QVC established its Facebook page in July 2008 and its
Twitter page in January 2009. Attracting a large social
following, QVC integrates social elements into its live show
and product demonstrations. Host and brand personalities
instantaneously respond to customer feedback and inquiries.
Twitter
Facebook
QVC’s Facebook page has become its own platform for
conversation around the brand. Quoting customer comments
on-air and taking questions live are just some of the many
ways they have built the page’s credibility. Currently
they have 800,000 fans QVC and on average 8,000 fans
are talking and engaging with QVC on Facebook. Current
customers have taken a serious interest in QVC promotions
and the conversation on Facebook.
With 59,000 followers, QVC expanded its Twitter presence in
a short time. Although Twitter is not often mentioned in on-
air presentations, the network page itself is growing. So
far, Twitter is used mostly for the communication of brand
personalities QVC customers adore such as makeup artist,
Laura Gellar or fashion designer, Isaac Mizrahi. They also
have used hashtags for specific shows such as #foodies which
is used for any conversation around their kitchen or gourmet
food shows.
26
27. MacroEnvironment
Cultural
Ordering from television
and online is still a
concernamongmanyconsumers
because there is a lack of
physical correlation with
the product. Some consumers
alsohaveaconflictwiththe
security of their financial
and banking information as
well.
To ensure a successful strategic plan, there are several
macro environmental factors we must take into consideration.
Economic Forces
The economic recession
has caused a
nation-wide concern
in spending. Average
consumers do not
have nearly as much
disposable income as
they may have had 5
years ago to spend on
non-essential products.
Natural Forces
Consumers have become
aware that we are in
a global economy.
They are now more
interested in products
MADE IN USA than ever
before.
Demographic
Service wise, power moms
have grown tired of the
hassles and headaches
of department stores;
these factors may affect
whether they shop around
or stay at QVC.
28
28. PrimaryResearch
SurveyShopping Habits and Awareness
Conducted Via Survey Monkey
Promotion: Facebook Event
Email Blast
Total Respondents: 138 Moms
Age Range: 25-40
91% of respondents have
heard of QVC.
Only 15% have shopped with
QVC.
Consumers are concerned
that shopping experience is
visual only.
However, 87% said shopping
online is convenient.
79% receive news from
online media with 54% using
social media.
57% follow brands on
Facebook & Twitter.
79% shop for apparel most
of the time.
56% shop for shoes on a
regular basis.
47% shop for beauty
products often.
75% would prefer to shop
for apparel, gifts, music
and movie products online.
52% most likely shop online
at night.
QVC Awareness Shopping Habits
29
29. PersonalInterviews
“With QVC, I can shop wherever I want and be in the
comfort of my own home. It makes shopping fun. I feel
like I am chatting with an old friend. One of the best
things about QVC is that I am educated on the products.
That type of service is not heard of in stores anymore.
Sometimes, TV presentations are long and repetitive and
I end up changing the channel. My best experience was
when I bought my husband a weed-wacker and he used it
all summer. By the end, it stopped working and they let
me return it even though it was 3 months later.”
“I have fallen in love with certain hosts and shows such
as “The Morning Show,” “PM Style,” “Fashion Friday,” “In
the Kitchen with David” and “AM Style.” I really love
Isaac Mizrahi and Host, Leah Williams. I look forward
to them. They are ‘my shows.’ I would consider myself
kind of tech-savvy. I use my Blackberry all the time
and have a lot of apps. I also love shopping online. I’m
mostly concerned with websites being secure. I would
like more personalization when it comes to the products,
especially beauty, jewelry, apparel and shoes. If I
could try or see them on a body type similar to myself,
it would give me a better idea of how it would look in
person.”
Power Mom, Age 38, Entrepreneur
Power Mom, Age 41, Medical Professional
30
30. SecondaryResearch
31
Ad Age Insights White Paper. “Always On Women”
Female users are the unsung heroines behind the most engaging,
fastest-growing and most valuable consumer internet and e-commerce
companies. Especially when it comes to social and shopping, women
rule the internet.
“I carry five tech gadgets in my purse at all times- an iPhone,
a Blackberry, an iPod, a flash drive that also plays music and a
camera. And I need them all. I also have a friend who is a stay-
at-home mom and she’s not very tech savvy, but she has a computer,
a mobile phone and a digital camera. That’s the baseline for most
women. Women today are more likely to be social and sharing and
living more online, and so gadgetry is coming along with that.”
-Blogher Mommy Blogger
Women do talk more and text more than men every month, 28% and 14%,
respectively, according to Nielsel data, and use social features
of their mobile devices like SMS, MMS and social networking more
when compared with men. “Online women are more engaged than men,
spending more time on fewer sites during a single sitting- a
valuable attribute to advertisers. They also visit more social and
community sites, which is especially important given the popularity
of immediate online/social discussion during major TV events like
awards shows and reality programming.
Women aren’t interested in the gee-whiz-look-what-it-can-do
abilities of technology. Instead, their approach to technology
is much more practical, and they’re using technology to do more,
to extend themselves as career woman, wife, girlfriend, mother,
friend,sister and volunteer.
2500 Blogher Bloggers Surveyed
5
28
31. 32
SecondaryResearch
41% agree they have hyper documentation, the need to
capture every single event as a photo or text or status
update.
28% are guilty of entertainment debt- the state of
having too much great content saved and downloaded there
maybe no use for it all.
24% fear of missing out on something going on online
when you’re not.
22% have obsessive status disorder, which is thinking
about all real-life events as how will this look or read
as an update.
“Mom CEOs” think that tech gadgets have made managing
their households better: 56% of women age 35-44 and 61%
of women age 45-54 agreed. Gen X women also were the
most keen on tech in their households, with 25% saying
tech devices have greatly improved how they run their
homes.”
1/2 of moms said Facebook is a waste of time and 1/3
said it makes them feel overwhelmed. 74% are still using
it.
41
24
1/2
56
32. ResearchImplications
The research put forth indicates that power moms
are very aware of QVC, particularly for their
distinguished customer service. From this research,
we have decided to focus QVC’s efforts online. Moms
are online and QVC will enhance the experience and
services for the customer there.
Research also shows moms specifically are attracted
to particular brands, products and hosts based
on their interests. They don’t have time for the
“what if” my favorite show or host is on; they
need to be able to access them wherever they are
in their day. The following plan will focus on
catering to moms when they are online. We will
utilize platforms that they are familiar with and
spend majority of their time to not overwhelm but
to re-familiarize them with the brand they love.
By bringing the QVC experience online, moms will
not have to sacrifice their already precious time
to view it on T.V., it will be where they already
are.
33
33. Digital moms are more likely to connect with friends than with
family using digital technologies, and they are not afraid to
seek advice or companionship from known or anonymous friends.
Moms under 35 are significantly more likely to leverage newer
communications platforms like social networks, SMS, and mobile
browsing; while moms 45 and older are more likely to utilize
informational tools like online news, consumer reviews, and
podcasting.
40% of digital moms with children 12 and older, are more likely
to watch online video and 38% read online consumer reviews.
Moms of children younger than 12 are more likely to use social
networks.
When asked to select the top items researched or purchased
online in the last three months, most digital moms selected
Fashion/Clothing (40%). This was followed by Food/Cooking
(31%), Baby/Parenting (26%), Banking (22%), Electronics/
Computers (21%), Travel (21%) and Medication/Medical Condition
(20%). However, women with children under the age of 5 were
significantly more likely to select Baby/Parenting (46%).
DigitalMoms
Razorfish and Cafemom White Paper
2500 Blogher Bloggers Surveyed
34
35
12
40
46
34. “Our brand, our culture and our pipeline
are the only competitive advantages that we
will have in the long run. Everything else
can and will eventually be copied.”
Crumbling into Communities
CRM Magazine
37. •Traditional methods of shopping (being able
to touch product) may still be favorable method
among target.
•Economic downfall and recession may have
affected this segment of shoppers and how they
spend their money.
•Ongoing increase in cost of ingredient brands
such as gold and cotton.
•More competitors have entered the market
through commerce; product differentiation is a
growing challenge.
•Extra costs added on to products such as
shipping and handling.
•Too many products for the average consumer
to keep track of.
•Perception of the brand as being a show
for older women who sit at home.
•Instant gratification is not possible with
QVC.
•TV product demonstrations are excessive,
lengthy and sometimes hard to believe.
•Consumers are stressed out when it
comes to endless shopping options.
•Technology has the potential to
expand and personalize shopping.
•Consumers have grown tired of the
hassles and headaches of department stores.
•Renowned customer service
•QVC offers many ways to shop.
•The customer experience feels personal.
•Variety of products and pricing features
and excellent return/exchange policy.
•One of the largest jewelry retailers in
the world.
•The brand has adapted to the social
consumer and digital age offering mobile and
tablet applications.
•The bargaining power of buyers allows QVC
to assert a greater leverage in competition
with smaller retailers.
Strengths
Weaknesses
Opportunities
Threats
38
38. SWOTActionPlan
In order to enhance the customer experience,
QVC will utilize new technologies and business
strategies that personalize and customize
its services.
The following plan will maximize the strength
of QVC’s customer service by offering a
customized shopping experience.
QVC will also capitalize on expanding
e-commerce efforts due to technological
innovations that have enhanced shopping
online.
Since there is not instant gratification with
the brand, QVC will focus on the experience
customers have throughout the entire purchase
process.
The QVC Experience Expanded
Online
39
40. The embrace of
an open culture
makes companies
a more desirable
place to work,
and this openness
then seeps into
interactions with
customers and
prospects.
I
REWARD
Lovemarks
are the
charismatic
brands
people get
emotional
about.
I
SOCIALEngagement
Culture
Passion
nfluence
ntegrate
41. Social Business is internal planning,
bridging the gap between external with
internal, to implement the
unique communicative properties of
social media across all levels
of the organization, resulting in a more
connected way of doing business, which
createssharedvalueforallstakeholders.
42
42. SocialBusiness
A new era of collaborative, insight sharing and
lead generation will be adopted by QVC; it’s called
Social Business. Q.you will be the initiative
that launches QVC as a social enterprise. QVC will
commit to pioneering a new level of connectivity
to their potential and existing customers as well
as employees and business partners.
Strategic Focus
1. Humanize brand through people and stories.
2. Demonstrate openness by inviting customer
opinion, whether it be favorable or unfavorable.
3. Steward customer communities for feedback and to
trigger word-of-mouth.
The Social Enterprise and
Social Brand
43
43. TheFoundation
Employee & Company Culture
1. Passionate employees
with an established social
presence will be at the
forefront of digital
initiatives, connecting their
stories with the customer.
2. Company culture will
nurture an exciting, fresh,
cutting-edge culture to fuel
creativity and innovation.
3. Construct collaborative
work strategies for employees
using digital tools.
Social Business
Principles
Social Customer
Relationship Management
Customer Experience
1. Establish relationships with
personal care and attention.
2. Conversation is to be engaged,
monitored and responded to in
real-time and on-demand, sensing
customer feeling and listening to
concerns.
3. Interactive experiences.
4. Complete connectivity to
customers online.
5. Manager customer information
with efficient security, depth and
quality.
44
44. TheResults
•Improve employee satisfaction
•Allow customers to get closer to the brand they love
•Enhance customer service
•Maximize sales through a new channel
•Magnify the customer voice
•Encourages customers to make better buying decisions
•Identify macrotrends
•Create brand advocacy and evangelism
•Create internal content curators
•Improve community through external audiences
What social business will do:
45
45. OverallCampaignGoal
In order to expand e-commerce abilities and
customer interactions online, QVC will address
the power mom’s need for more services as
opposed to products.
We will create a customizable digital platform
titled Q.you where customers can build their
own QVC, based on their favorite brands,
products, hosts and shows. With the use of
emerging media, we will reach out to a powerful,
emerging consumer, The Power Mom.
As always, quality, value and convenience
will be at the forefront of this campaign
with a newer twist on each, bringing the full
experience of QVC to the consumer, wherever
they are.
46
46. Objectives
•Increase e-commerce sales by 10%
(21.6 million) within one year.
•Measure purchase frequency to establish a
benchmark for future marketing efforts.
•Add 5,000 new customers within one year.
Marketing Communications
Financial
•Increase brand interactions by 15% among
current and new markets.
47
48. Power moms
are a
collection
of many
things, not
just one
thing.
Real Moms are
always on the
search for
the balanced
lifestyle, but
laugh since
they rarely
find it.
MOM
to
MOM
Imperfect
49. “Power moms aim to be pragmatic,
efficient and rooted in reality.
They regard what they do for a
living as a career, not a job.”
They understand there’s no such
thing as being good at everything
so they’re going to focus on doing
well in the moment that they’re in.
Moms went from striving for perfection
to settling for pragmatism.”
The Rise of the Real Mom
Advertising Age Whitepaper
50. Q.you is a personalized platform where the user creates their own
QVC shopping experience. Members pick and choose their favorite
brands, products, hosts and shows. Their profile can be as basic or
as in-depth as they want.
Basic Components
1. Personal Profile
2. Wish List
3. Integrates Current Facebook & Twitter Profiles
4. Communities. Forums. Blogs. Discussions.
5. Facebook Timeline App
7. Q. Points
Q.you
51
51. ThePowerMom
The power mom is not only powerful in this workforce,
she is also the sole purchase decision-maker of the
household. Power moms embrace brands that give them
permission to be imperfect. Digitally savvy, between
the ages of 28-41, these women place a high value on
maintaining balance between their personal lives and
their professional obligations.
Power Moms represent 20% of the active online population.
Their interests include fashion, health and fitness,
cooking, parenting, technology, music, movies, wellness
and home décor. They have a strong sense of self and
are interested in personalized products and services
that save them time. They appreciate services more than
products and are extremely tech savvy. They are always
“on.”
Power moms are an influential group online. When a mom
recommends a product, other moms will actively take her
advice. The most important source for her is learning
about products and services strictly through word-of-
mouth from another mom.
Primary Target
52
52. ConsumerProfile
Caroline gets up at 5:30AM in the morning, immediately checks her iPhone
for the latest update from her team at work, peruses her Flipboard App
on her IPad skimming what’s going on in the world . She then remembers
it’s Friday, Fashion Day on QVC. She logs in to her Q.you and watches a
2 minute video on Isaac Mizrahi’s new set of sheets from her favorite
host, Jane Brown. She speed buys this item all in about 20 seconds while
updating the most popular chat on Q.you “Mom&Company,” letting her online
friends know of her new purchase. She then starts making eggs for her two
children who are getting ready for school.
Out the door and in the car they go. It is 7:35 a.m. She drops them off
at school, arrives at work around 8:28 a.m. to an entirely unexpected
assignment given to her from the CEO. Her morning is crazy, full of
meetings and phone calls. During her lunch hour, a mere 30 minutes she has
to herself, she checks on her order from the morning on Q.you’s package
tracker. Then suddenly she realizes it’s her mother-in-law’s birthday
this weekend and she needs a fabulous gift. She checks-in to the Gourmet
Cooking program on Q.you and finds the perfect dishware set. Speed buys
through her Q.you iPhone app, she checks that off her to-do list and
returns back to her work for the day.
She arrives home at 5:30 p.m. and begins to think about what to have for
dinner with her family. She checks her favorite recipes recommended by
David Venable on his show this afternoon and finds exactly what she was
in the mood for: seared beef with sweet potatoes and roasted green beans.
She enjoys the perfect dinner with her family. Logs in to Mom&Company and
uploads a picture of her finished meal, recommending them to try it! Her
day ends. She goes to bed with satisfaction and peace-of-mind.
Caroline, Age 32, V.P. Digital
Strategy, AgencySacks, New York City
53
53. CurrentQVCCustomers
Current customers would benefit from an enhanced QVC
experience online. Powerful women, ages 35-55, mostly
with kids who make between $60-$100K crave focused and
personalized shopping online.
We are striving to enhance the QVC experience online,
exactly where these women are.
70% shop solely on QVC.com
They are the family behind the success of QVC. Q.you
will enhance the experience they already love, in sync
with their lifestyle.
Secondary Target
54
55. MarketingCommunicationsMix
Consumer & Culture
Power moms, ages 28-41, aiming to balance career and home life. Q.you
grants the freedom to experience QVC whenever or wherever they are. This
service is customer-centric and solely focuses on personalizing the
customer experience.
Cost
Q.you has no cost to the consumer.
Convenience
The same element of convenience will be used, but enhanced. Q.you’s
purpose is to increase convenience to the end-user.
Communication
Q.you will communicate the brand to an audience that is digitally connected.
Social media will play an integral role laid out in the following tactics.
By creating a social presence and utilizing newer trends in social
commerce, Q.you will be enhanced and expanded by the conversation online.
4C’s
56
56. “As digital media and technology
have grown more pervasive
in consumers’ lives, they play an
increasingly significant role in
decision-making at each phase of
the shopping process.”
In Store Marketer
59. CorporateBranding
As a brand extension, Q.you will strive to shape the QVC influence online.
The Q.you brand begins with power moms but ends with current QVC customers.
This service will appeal to all segments of customers QVC already has.
Q.you will speak the language of busy women, who enjoy laughing at their
situation and adding a dash of fun in the midst of all the craziness.
We operate in a crowded marketplace, so it is crucial to build customer
relationships at every touch point. The Q.you logo will establish the
service as an integrated part of the QVC brand.
Q.you is QVC online, the QVC experience as seen and created by the customer.
This customizable platform will reflect the customer’s needs, wants,
lifestyle, culture and favorite QVC features. There is nothing about their
Q.you that doesn’t reiterate who they are as a person and a QVC brand
advocate.
We have put the user experience directly into the hands of the user. They
decide what they get out of the brand, creating a more satisfied shopping
experience. Q.you will be positioned as a value-added service to the retailer
with unlimited choices. They control their QVC; their Q.you is the value
behind it.
Q.you: QVC Online, Your Way
60
62. CreativeWorkPlan
Why are we advertising?
Beyond television, the full QVC experience cannot be had.
We are advertising to leverage
other platforms for those that do not
have time to watch. We are transferring the
television experience into a digital platform.
Whom are we talking to?
Digitally savvy, power moms between the ages of 28-41, who place a high value on maintaining
balance between their personal lives and their professional obligations.
Their interests include fashion, health/fitness, cooking, parenting, tech gadgets,
music, movies, wellness and home décor.
They have a strong sense of self and are interested in personalized
products and services that save them time.
What do they currently think?
“I love the QVC experience. I wish I had more time for it.”
What would we like them to think?
They have the time; QVC brings the experience.
Single most persuasive idea we can convey.
QVC: My Way, On My Time
Why should they believe it?
QVC’s customizable, digital platform allows for the customer’s favorite features
to be experienced in less time, on their own customized schedule with their own individualized
content.
Are there any creative guidelines or mandatories?
New Logo. New Tagline. New Color Palette.
Tone of Voice:
Warm. Sassy. Personalized. Connected.
63
66. Promotional
Qpoints
Purchases & Customer Loyalty
Any purchase made will count for a specific amount of points based on price promotions.
Loyalty plays a key role as well. Q points will evaluate how many times and dollars per
year are spent by each member.
Social Currency
Social Currency: Members will also be rewarded for participating in the conversation
online. By engaging, liking, commenting, recommending, gift-giving, group-buying, and so on
via social media. Through these actions, the user will acquire points.
Promotion Participation
Any member that participates in any Q.you promotion will be rewarded. This includes
writing product reviews, contest participant and attending events.
Q.you will be co-launched with Q Points, QVC’s first customer rewards program. As an
incentive for joining Q.you, the user will be automatically enrolled. Rewards will be
redeemed based on customer action. As brand interactions increase, Q.points increase.
3ways
5000
Q.points
2000
Q.points
500
Q.points
10,000
Q.points
EASY PAY on 1 Product of Choice
Free Shipping & Handling on 1 Product
of Choice
Easy-Pay on 1 Product of Choice
FREE QVC Studio Park Tour
$50 Gift Card on your birthday
Free Product of Choice under $50
Personalized tour with host brand
personality of choice and gift basket
with QVC’s favorite things
SampleRewards
67
67. Promotional
Video Sponsorships
15-second promotional
videos will be placed on
entertainment mediums such
as movies, sitcoms and
television shows that are
most popular among power moms.
Videos will include a
call-to-action, engaging
viewers to connect on
Facebook. The Q.you message
will be distributed among
sites and services such as
Hulu Plus, Vevo and Vimeo
to ensure a Q.you presence
where moms already are.
Most-favored shows include
2 Broke Girls, Modern
Family, The X Factor
and The Food Network.
Status Stories
User-generated content
will empower and
build the community.
A power mom influencer
from the community will
be featured bi-monthly
on Q.you Social.
This mom will have been
chosen as a result of
her emotionally-moving
story and influence
in the community.
A bumper sticker will be
printed with a memorable
quote from her story.
Each member of the
community will receive
a sticker in the mail.
68
68. “Stop worrying about
TIVO, start developing
content that consumers
will go out of their
way to find and share
with others.”
Branding Strategy Insider.com
69
69. Strategy
Public Relations efforts will position Q.you as a helpful and
fresh service with meaningful difference, in order to enhance
relationships with current customers and power moms. QVC will
partner and sponsor select events, programs and organizations
that which follow the same mission.
PublicRelations
70
70. Q.you will launch through a special program on QVC’s channel.
It will also launch simultaneously online.
The Q.you 5:
A panel of 5 selected QVC hosts and brand personalities will be the forefront
contact for Q.you. These hosts will serve as the spokespeople throughout the
entire campaign and will launch the service. They also serve as a familiar face
to current customers and a fresh face to moms.
iPad Giveaway
Each member of the live audience will receive an iPad at the beginning of the
show pre-loaded with the Q.you app and will be asked to build their profile
throughout the show. At the end of the program, 3 audience members will showcase
their Q.you profiles live.
Twitter Party & Promoted Tweets
Q.you will host a Twitter discussion around topics that interest moms such as
parenting, balance, style and wellness. This will intrigue and spark discussion
during the launch that will carry over into the Q.you community conversation.
In order to spread awareness of Q.you, QVC will facilitate “Promoted Tweets,”
before and after the launch.
Red Carpet Weekend
QVC will host a pampering weekend away post launch in partnership with Open
Forum from American Express and Count Me In (both foundations who support women
entrepreneurs) at QVC headquarters in Studio Park, P.A. for the first 250 Q.you
integrating this contest into the audience portion of the live-launch.
Live-Launch Party
71
PublicRelations
71. Partnerships
Focused Events
Q.you will secure partnerships
with organizations who have a
mission regarding empowering women.
ThesponsorshipofmajoreventsMamapalooza
and The WISE Conference (Women Igniting
the Spirit of Entrepreneurship) will give
QVCtheopportunitytojoinaconversation
that woman already invest their time in.
In doing this, the QVC brand will
align itself with the most important
issues and causes to these women.
Blogger Outreach
The Q.you Council
The most influential moms online will be
asked to review Q.you. As part of Q.you
Beta, credible bloggers will be invited to
review the process of building a profile.
Each blogger will be sent a small package
with QVC’s Favorite Things, which will
contain select samples of QVC’s Customer
Top-Rated products ever sold as well
as a personalized invitation with
directions for the Q.you building process.
Aftertheserviceislaunched,strategically
identified influencers will be invited to
be members of The Q.you Council, which
will be consulted for improvements and
future recommendations regarding Q.you.
PublicRelations
71
72. EmployeeRelations
Q.us is the internal Q.you team that will be responsible for managing the service.
Every QVC employee will understand and be well-informed, however, Q.us will be the
project team tasked with launching, maintaing and improving Q.you. The team dynamic
that is accrued both internally and externally will express immense passion for the
QVC brand and the Q.you mission. The foundation of this team is rooted in efficient
communication and building personal relationships with members, the way QVC already does.
Q.us
Q.us Community Roles & Responsibilities
The Q. 5 Hosts and brand personalities will make up the 5 spokes-team that speaks
on behalf of Q.you As the first point to the customer, these people will
be tasked with explaining the service and reassuring it’s value. They
will be used in the promotion as well.
The Community
Manager
As the go-to for Q.you, this member oversees the entire team, responsible
for monthly management and evaluation of current community activity.
The Silent Active The “secret shopper”of the online world, this member will be an internal
force that monitors social communities, observes and reads commentary and
gathers feedback on the conversation. Responsible for sending feedback
and daily reports to the Community Manager, Support, Inquirer and Ideas
Manager.
The Content Curator Gathering and writing content for conversation, promotion and more that
will go through Q.you communities, both internal and external.
The Support Manager Charged with support for the sites operations as well as management of
Q.blog where users are pointed to for support and feedback.
The Forward Thinker Tasked with constantly thinking ahead, this member will be charged with
future recommendations and strategies.
The Power Mom
Influencer
An in-house power mom will be the point on staying up to date with trends
and habits of the market.
The Enthusiast
Manager
Responsible for fueling the conversation by asking questions, responding
to feedback and gaining insight.
The Ideas Manager Innovative ideas to bring the service forward will go through this
person especially as the service expands.
73
73. Strategy
SocialMedia
The overall social strategy will begin with the notion that QVC is a widely-
adored brand that connects well with its customers in the digital space
already. Q.you will be no exception to that. Personal stories create the most
compelling content. Customer feedback and ideas will be incorporated into
social media intiatives.
74
74. SocialMedia
This a social service. A large portion of the platform will be
dedicated to a social community fueled by Q.you members. We will
connect moms online who influence each other’s purchase decisions. We
will facilitate building relationships and craft an enriching communiy
that will create brand advocates and evangelists for QVC. It will also
serve to empower conversation around topics moms are interested in.
This creates a multi-purpose community, a place they will want to come
back for the conversation as well as the products. Components of Q.you
Social include forums, discussions, virtual product tours, product
reviews, ability to chat with host or brand persona, blogs, panel
talks, product demonstration involvement, linking to users Facebook
and Twitter accounts as well as special offers and deals.
Q.social
Facebook Timeline App
The Q.you App for Timeline will be a condensed version on the Facebook
platform, enabling the user to access and conduct everything in the
same way. Power moms are already on Facebook heavily through their day.
This ensures that a user will never have to leave a site they already
most frequent and allow for an easier online shopping experience. The
Timeline App will be integrated with the social requirement for Q.
75
75. SocialMedia
With ads strategically placed on Facebook, QVC will be able to reach
a wider group of power moms exactly where they already like to be. Ads
will be placed based on the demographic, psychographic and behaviorial
information put in by the user.
In order to increase site rankings for the new platform Q.you will
create a brand page for the Q.you community. The brand page will
serve to engage the Q.you community using circles feature. Q.you will
organize members into circles by age, demographic and psychographic and
then be able to engage with targeted populations of users.
Ads
SEO
Corporate BlogA blog will be created to serve as a support site for users. The blog
will also be used to introduce features and promotions. Status stories
will integrate into blog posts, engaging user-generated content. Users
can look at the blog for sending feedback, asking questions, working
with live-technicians as well as new features.
76
76. “Social media is about media and
people, which is one dimension of
the overall world of business.
With social business, you start
to look at the way people are
interacting in digital experiences
and apply the insights derived
to a wide-variety of different
business processes.”
Ethan McCarty
Digital/Social Strategy, IBM Corporation,
77
77. Strategy
DigitalMedia
Q.you will be introduced using interactive web advertising placed where
moms already are. Q.you will be available across all digital mediums,
allowing the service to become a part of an on-the-go lifestyle, whether
on a smartphone, tablet, laptop or desktop.
78
78. Launched at the beginning of the holiday shopping season, Q.you will
introduce Social Gift Giving. When a member profile is searched for on
Q.you, it will contain their most purchased things, favorite products
and brands and recommended products based on previous purchases.
The other member will then be able to incorporate these items into
their gift-buying strategy for that person. Each member profile will
feature a wish list with the option of posting to Facebook & Twitter.
Q.you will have allow users to post to the these social networks at the
end of a marked gift purchase.
The post will incorporate a personal message as well as a hint regarding
the gift purchased, giving Q.you an exciting and purposeful use during
the stressful shopping time of the holiday season.
Interactive Web AdsWeb ads will be placed on targeted websites such as Blogher.com and
Theknot.com where users will notice a Q rolling onto the page their
viewing and once clicked will lead to the site.
Social Gift Giving
Mobile and Tablet App
Q.you can be accessed everywhere. Fully-featured apps for both smartphones
and tablets will be configured. They each will give the user complete
access to their profile.
DigitalMedia
79
79. Strategy
HouseAdvertising
There is one medium that is absolutely essential in the launch of
Q.you, the QVC channel and QVC.com. In order to reach current customers,
Q.you will be heavily promoted using house ads. By engaging in house
advertising, QVC will avoid external costs that cannot deliver and
solidify action the way messaging can on the QVC channel and QVC.com.
80
80. The Q.you launch video will be present in both the QVC channel and QVC.
com. Current customers watching any programs on QVC will be exposed
to the new service. By reaching them as they are most attentive will
ensure a significant intrigue in the new service.
Since most QVC customers, both potential and existing, resonate with
the host first and the brand second, QVC will choose to incorporate
Q.you into all product demonstrations and program script.
QVC.comThe Q.you tab, placed on the QVC.com homepage will lead the user to the
introductory video on the Q.you site main page and then will connect
the customer to the service to secure a membership.
The QVC Channel
HouseAdvertising
81
81. $3,000 per 100,000 impressions. Q.you will
place $300,000 for 1,000,000 impressions.
Facebook Ads
Web Ads
MediaBudget
Ads will be placed on Faceboook for $500 a
month totaling at $6K.
82
Video Ads
Ads will be placed on Hulu, Vimeo, Vevo and
Youtube. The total cost for placement is $1
million for the year.
82. Web Ads will be strategically placed
into content that moms already appreciate
and refer to. Web ads will be displayed
virtually anywhere power moms are active in
the social web.
Facebook Ads
Web Ads
MediaJustification
Moms are active Facebook users and already
spend more of their time there than any other
social network.
83
Video AdsMoms are watching video online more and more.
They are also tuning in to their favorite shows
via their mobile or tablet. Placing our message
here rather than traditional television will
85. “A strong culture flourishes with a
clear set of values and norms that
actively guide the way a company
operates. Employees are actively
and passionately engaged in the
business, operating from a sense of
confidence and empowerment rather
than navigating their days through
miserably extensive procedures
and mind-numbing bureaucracy.”
Shawn Parrt
Writer, Fast Company
87. A core team will be charged with training and educating employees
regarding social business. They will be responsible for making
sure all QVC employees are well-versed in social media, digital
development,brandadvocacyandcustomer-focusedwebinitiatives.
CurriculumandeducationalmaterialswillbeginusingSalesforce’s
“Chatter,” which is an internal social network for corporations
and teams making it easy for collaboration.
Social Business Education & Training Program
A select group of QVC’s own power moms including hosts and
employees will be involved in the development and testing of
the platform. They will be asked for honest feedback and highly
involved in development and improvement of Q.you based on user
experience, interface and ease of access.
Employee Product Testing
InternalTactics
88
88. The focus of all employee communications on the subject of Q.you will be focused
on an internal email marketing campaign. A daily and weekly email will be sent to
all employees containing important updates regarding Q.you membership, community,
press, conversation, features and future plans. Each employee will be able to speak
fully on the subject if need be.
Email Marketing
InternalTactics
Employees will also be able to earn their own Q.points that translate in additional
benefits such as days off, vacation time, longer lunch periods, free lunch in
cafeteria and more. Employees will have opportunity to earn rewards based on
involvement in events, project teams, community activity and engagement on Q.you
Social and also from purchases.
Q.points for Employees
Q.us will host an internal launch for Q.you.This event will ensure all employees
are well-versed in the platform in order to answer any customer questions if they
should receive any. Each employee will receive their own gift bag with QVC’s
Favorite Things to show appreciation for their passion and feedback throughout the
Q.you planning process.
Internal Launch
89
91. TimelineRationale
The following timeline is laid out strategically in order to reach market
segments effectively. The team charged with the management of Q.you (Q.us) will
be assembled at the start to ensure successful tactical implementations.
The goal is that timing in October will establish members enough to ensure
they will utilize Q.you during the holiday shopping season. While it is not
specifically a holiday campaign, the hope is that Q.you will make it easier to
shop with QVC throughout the season.
The official launch of the platform and rewards program will take place on
October 1. It is imperative to outreach to bloggers and launch a promotional
video in order to create an interest online.
Core components such as Facebook and mobile applications will launch at the
same time to carry out through campaign.
92
92. Campaign Tactics Jul. Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May Jun.
Q.us Team
Promo Video
QVC.com Tab
Web Ads
Blogger Outreach
Partnerships
Facebook Ads
Google+
Live Launch
Q.social
Q.points
Facebook App
Mobile/Tablet App
Status Stories
Social Gift Giving
Blog
93
95. BudgetRationale
Costs related to Q.you is applied mostly to all engineer consulting for
building the platform. The remainder of the budget is allocated to promotion
and public relations.
96
96. Tactics Notes Cost
Engineer Consulting
Rewards Program
Q.us 6 New Hires
Facebook Application
Mobile Application
Tablet Application
Promotional Video
Radian 6
Interactive Web Ads
Facebook Ads
Live Launch Event
Direct Mail Piece
Partnerships
CRM Software
Giveaway 200 iPads
Maximizer
Mamapalooza & Wise Event
QVC’s Favorite Things (internal)
QVC Channel (internal)
$500/month
Various Websites
Social Media Analytics
Youtube, HULU, Vimeo, VEVO
iPad
iPhone, Andriod
Development & Hosting
Q. Points
Social Business Platform
$1 million
$99,800
$500K
$1 million
Free
Free
$50K
$350K
$200K
$1.4 million
$200K
$400K
$700K
$3 million
$6 million
Total $15 million
97
97. Monetary ROI
ReturnonInvestment
The objective is to increase online sales by 10% and online sales
are currently $2.16 million, then our objective is to increase
sales online $21.6 million. ThE ROI calculated is 1:1:.44.
Therefore, for very $1.00, QVC invests in this plan, they can
expect to receive $1.44 in return.
98
$21,600,000 - $15,000,000
$15,000,000
= 0.44
Net Increase in Revenue - Marketing Costs
Marketing Costs
98. “Online-education efforts are eroding
our assumptions about what schooling
looks like. Cars are becoming rolling,
talking, cloud-connected media hubs. In
an age where Twitter and other social-
media tools would rather go without
food than without their cell phones;
where all types of media, from music
to TV to movies, are being remade,
redefined, defended and attacked every
day in novel ways--there is no question
that we are in a new world.”
Robert Safian
Writer, Fast Company
101. Each financial objective will be intricatley measured by customer
relationship management software. The software will measure how
many new customers are acquired, how much they spend and how
often they purchase.
EvaluationMethods
Increase sales by 10% within one year
Measure purchase frequency to establish a
benchmark for future marketing efforts.
Add 5,000 new customers within one year
102
102. Increase brand interactions by 15%
among current and new markets.
The marketing objective will be intricatley measured by social
media management and analytics software, Radian6. The software
will measure how Q.you’s social presence has grown, customer
engagement and interaction and frequency through each social
media tactic. It will also allow for QVC to assess improvements
in the overall social business platform, measuring customer and
employee interactions.
103
EvaluationMethods
103. SocialBusinessMeasurement
104
SEO
Benefit
A short inventory of some of the main keywords around Q.you.The
keywords will be compared to the position of the keywords again
after a month/quarter of service. Then the words will be Googled
to see where the social platforms appear in search results.
Increased
Likability
Increased Likability of Q.you in the social graph through
Facebook interactons (likes, comments) and on the social
community of the site itself.
Reputation
Management
This justifies everything Q.you stands for. Measuring what
people are saying about the service and QVC as a whole will help
to better the service even after its conception.
Awareness
Raised
How has the awareness been raised? What has increased from
last month? We will use metrics such as post views, unique
page views, post feedback, tweet click throughs, demographics,
regional engagement and alike to measure awareness.
Customer
Service
Measurements
and Reporting
How many customer service issues have you fielded? How many
people have asked questions on the clients social profiles that
you have either directed to the correct page of the website or
even solved yourself? (again proving the value of your service).
Metrics under the Facebook platform are the “Interactions” in
the Insights section on the Fan Page.
Leads
Generated
Not just the sales leads but the leads for other relationships
that can help your client i.e. Sales leads, sponsorship requests,
joint venture offers etc.
Completed
Transactions
Sales or orders that have been directly attributed to leads
generated by social media activity.
104. 105
CommunityGrowth
Community
Growth
How many members are added per month, or
per week? What is this number in comparison
with forum posts or ratings? It is essential
to benchmark growth to determine the future
liveliness of the Q.you community.
Content
Ratings
Is the content put out by Q.you in community
blogs, forums, discussions and product dem-
onstrations widely accepted by members?
Traffic How many members are on the site by hour,
day, week, and month using social analytical
tools, Hootsuite and Radian6.
Sentiment What is the tone of the conversation. Do
members seem genuinely positive or negative
about a product, service or feature?
107. Women each possess a humanizing story. We want them to tell it.
We are no longer on opposite sides. We have become one with our customer. There isn’t
a meaningful difference between personal relationships and brand relationships, the
principles are the same.
QVC is more than shopping, it’s about making friends. It’s about getting the best
mascara on the planet, every 30 days. It’s about getting ready for work and putting on
a sheath with shear joy because you weren’t lied to, it really does make you look like
you lost 10 pounds. It’s about tuning in for Friday Night Beauty with your girlfriends
instead of going out. It’s about finding the best laptop for your teenager at an
unbelievable price.
Q.you allows for all of this, enhanced online.
Women want customization. They want to enjoy everything on their own time, in their
own way.
Now is the time to shift the way we do business. If QVC adopts this social business
strategy, our customers will know the soul of our brand. They will know our employees
and learn from them. Through social business we have the ability to understand and
know each person on a powerful level.
Q.you will bring joy to the lives of women because it is their community. A thinktank
of opinions, discussions and stories no print ad or billboard can convey. These
stories come directly from the storyteller. Welcome to authentic business.
The growth gained from Q.you is beyond anyone’s imagination. This service sets QVC
apart from every other brand. We will never really know our customers if we do not
join the conversations where they already express themselves most honestly, social
media.
Q.you is not just a purchasing platform, it is a way of shopping that will forever
change the way women discover and try new products. It is the future.
Will you be ready?
108
108. “To create great customer service,
you need to always give the customer
more than they expect by providing
that extra level of care. Then,
when the customer is accustomed
to that level of care, you should
continue to surprise and delight
them with new, added offerings.”
John Hunter
Customer Fulfillment, QVC
110. Appendix 1- Q.you Sitemap
logo Profile Q.social Q.points
main navigation
recommendationswish list
blog feed
facebook
&
twitter
chats
&
discussion
feeds
Updates of
favorite Brands, Products,
Hosts & Shows
live video
deal
of the
day
111. Q.points
Appendix 2- Q.you Profile
Mom&Company
.Lorie Favorites
Q.social
My Shows Wish List
You Should Check Out
LIVE! Tuesday, March 13 8PM
deal
of
the
day
112. Create your’s here Go to QVC.com
Once you create your Q.you, you’ll wonder how
you’ve lived without it.
QVC.com Tab
115. Appendix 6- Personal Interviews
Demographics
Age: 38
2 Children
Entrepreneur and Business Owner
Salary: $80,000
Psychographics
Media Habits:
-Reads most news online, sometimes
in newspapers
-Owns an iPhone
-Avid user of applications on
Smartphone
Demographics
Age: 41
2 Stepchildren in their 20’s
Medical Professional: Upper
Management
Salary: $65,000
Psychographics
Media Habits:
-Reads most news online and in news
papers
-Owns a Blackberry
-Avid user of applications on Smart
phone
1
2
Interview Questions
1. What is you favorite thing about shopping with
QVC?
2. What is QVC’s biggest weakness?
3. What has been your best/worst QVC experience?
4. Do you watch certain shows and enjoy certain
hosts from QVC and specifically watch it
because of these factors?
5. What is the best/worse thing about customer
service?
6. Do you think you would like more
customization/personalization?
7. Does a personal qvc profile with your favorite
brands products hosts and shows sound good?
8. What things do you especially buy from qvc?
9. What things would u never buy from qvc
10. Do you feel you are tech- savvy?
Are you at all intimidated by web/ online
shopping?
117. Appendix 8- Secondary Research
Power Moms and Social Media: Mashable.com
“62% of Blogher’s 20 million unique monthly visitors are women between the ages of 25-42 and 67%
have children living at home. This blogging network has many blogs contributed to shopping and
product reviews.”
44% of tech-savvy moms use social media for word-of-mouth recommendations on brands and products.
73% feel they find trustworthy information about products & services through niche online
communities (parenting, groceries, family)
85% of moms say having a baby changed their purchasing habits.
90% of moms say they eat dinner as a family several times a week.
50% say dinner is when they re-connect as a family.
67% see dinner as most challenging meal of the day.
Moms & Mobile: Mashable.com
Features of a mobile app Moms Like:
55% like coupons
34% like a deal nearby
29% scan barcodes for more info
29% like ads for a useful app
Time Magazine: The State of the American Woman
•Woman are dominant in our society
•Earn 57% of college degrees
•Make 75% of buying decisions in the home
•Women are not terribly concerned with equality issues.
•They are dealing with the often bewildering changes and uncertainty in
our economy as bread winners, spouses, mothers and daughters
•65% are their family’s chief financial planner
•60% of women have children under 3 and are in the labor force.
•There are now 3.3 million married couples in which the wife is the sole earner.
•Modern life in a global economy is simply more stressful for everyone but especially for
woman, who are working longer hours while playing quarterback at home.
•96% of women think being healthy is very important.
118. Appendix 9- Secondary Research
The Rise of the Social Shopper
•Social commerce has brought the opportunities to make the emotional connection with the vendor
before we buy.
•Purchase decisions are all driven by the bargains we can get.
•Consumers are often not, making the decision to buy something in-store- the impulse to buy is
delayed until they have done some research online, read the reviews about the product before
decision.
3 Roles Consumers Fall Into:
•End User: shopping is done almost exclusively online. They shop from home and use price
comparison websites extensively.
•The Shopper: they walk around town visitng shop by shop to see what’s an offer.
They then use web to see if they can get better deal online.
•The Buyer: They buy physical items in real shops. Yes they’ll shop around but they make
the purchase at a physical store. It’s a real experience for them.
To Connect with the Customer
•Know their lifestyle beyond your product/service
•Delight customers by providing timely, relevant, and compelling content in the right place on
the right device.
•Social Coupons: they can be shared and can go viral- huge reach & return.
•Consumer promotions and brand advertising work well together and have a higher return than
just a TV campaign. Think about a co-ordinated approach.
•Give them the campaigns that they want- in the form they want- on the device that they want.
The Rise of the Real Mom
•For younger generations of mothers, having it all doesn’t mean doing it all
•Today’s moms aim to be pragmatic, efficient, and rooted in reality
•Women regard what they do for a living as a career, not a job.
•Women realize that there’s no such thing as being good at everything so they’re going
to focus on doing well in the moment that they’re in.
•Went from striving for perfection to setting for pragmatism
•½ of women said that finding a balance between career & family is a joke.
•Embrace brands that give them permission to be imperfect
119. Appendix 10- Secondary Research
Crafting a Community
Customer Relationship Magazine
8 Characteristics of true community:
1. INCLUSIVITY, COMMITMENT and CONSENSUS: Members accept and embrace each other, celebrating their
individuality and transcending their differences. They commit themselves to the effort and the
people involved. They make decisions and reconcile their differences through consensus.
2. REALISM: Members bring together multiple perspectives to better understand the whole context of
being a mom. Decisions are more well-rounded and humble, rather than one-sided and arrogant.
3. Contemplation: Members examine themselves. They are individually and collectively self-aware of
the world outside themselves, the world inside themselves and the relationship between the two.
4. A safe place: Members allow others to share their vulnerability, heal themselves and express
who they truly are.
5. A laboratory for personal disarmament- Members discover the rules for peacemaking and embrace
its virtues. They feel and express compassion and respect for each other as fellow human
beings.
6. A group that can fight gracefully- Members resolve conflicts with wisdom and grace. They listen
and understand, respect each other’s gifts, accept each others limitations, celebrate their
differences and commit to a struggle together rather than against each other.
7. A group of all leaders: Member harness the “flow of leadership” to make decisions and set a
course of action. It is the spirit of community itself that leads and not any single individual.
8. A spirit: The true spirit of community is the spirit of peace, love, wisdom, and power.
Members may view the source of this spirit as an outgrowth of the collective self or as the
manifestation of a higher will.
120. Appendix 11- Secondary Research
eMarketer: The Mom Influencers
Experienced moms and other influencers are great targets for marketers because other moms
will actively seek their advice. The most important sources for learning about products
boiled down to parenting websites and word-of-mouth from other moms. The much-discussed
“mommy blogs” came in last, but this could be misleading as many people don’t distinguish
between a website and a blog.
•Moms on average are 25 years old when they have their first child, nearly four years
older than in 1970.
•36% of moms are “nontraditional,” meaning widowed, separated, divorced or never
married.
•20% of moms were born or raised outside the US.
As digital media and technology have grown more pervasive in consumers’ lives, they play
an increasingly significant role in decision-making at each phase of the shopping process.
“Consumers’ daily interactions with digital media, technology and content have
dramatically altered the shopping experience,” said Tobi Elkin, eMarketer writer/analyst
and author of the new report “Shopper Marketing Insight: Embracing Digital Touchpoints.”
“Retailers and consumer products brands must rethink and refine shopper marketing
initiatives and incorporate digital elements throughout the shopping process.”
In the pre-shop phase, that means providing cash-strapped and time-starved consumers with
tools and resources to get the best deals and make the shopping experience as easy and
convenient as possible.
US shoppers are already using a variety of digital shopping tools, according to research
from the In-Store Marketing Institute, which brands and retailers should leverage
by tailoring communications according to specific consumer need states and shopper
demographics.
122. “ If you’re not passionate enough about
what your company does to find fuel for
conversations every day, for hours on
end, with as many people as possible,
maybe you’re in the wrong business.”
Gary Vaynerchuk
Author, The Thank You Economy
