QVC announced plans to adopt the new technology in late October, and consumers will see it on their iOS 8-enabled iPhones in the coming weeks. The company is committed to including digital technology to drive continual consumer engagement and loyalty. This is right in line with the beauty industry trend toward digital and mobile commerce solutions.
"Mobile remains our fastest-growing platform, and we're continuously investing in new technologies and features that deliver a seamless and engaging customer experience," said Alex Miller, SVP of digital commerce.
How it works
Users will need to set up the finger-print recognition technology. They will then be able to make in-app purchases with one tap on the screen, as Touch ID will populate billing, shipping, and payment information with a single touch.
Second screen improvements
QVC has also made changes to its iPad app, which many consumers use for a second screen experience. The app content and easily available product information will match more closely with what’s being shown on air.
Plus, the app will turn the iPad into its own second screen, per se, allowing shoppers to view the broadcast live and surf product information simultaneously.
Beauty and health products account for 21% of the company’s merchandise. And, the mineral makeup and skincare brand Bare Escentuals is among its brand leaders.
QVC frequently announces new brand partnerships, like the one which brought Sania’s Brow Bar to their digital retail consumers in September. And the company’s long-term partnerships yield impressive results. Laura Geller, who launched her eponymous beauty brand on QVC 21 years ago, was recently honoured with an Achiever Award from Cosmetic Executive Women.
The company recently promoted Mary Campbell to executive vice president of commerce platforms.
Campbell has accomplished a lot for QVC in the way of digital commerce, having created the company’s toGather social shopping community, launched two television distribution channels, and contributed to the brand’s responsive website design. Her promotion was announced on October 22nd.
In her new role, Campbell will be in charge of the company’s strategy across platforms—television, web, mobile, tablet and social—as well as communicating consistently branded messaging to the consumer.
“Through her continued leadership and guidance, we’ll remain at the forefront of innovation in commerce by expanding our TV programming and maintaining our leadership in e-commerce and mobile,” said Mike George, president and chief executive officer.