With many online retailers having to look giants Amazon and Walmart directly in the eye, home shopping network QVC is rethinking how it can compete and stay relevant in a tight retail marketplace.
Your assignment # 1 relates to chapter 17 Case Positioning QVC to compete. Designed to reinforce the learning objectives of the course, and in conjunction with the final exam will provide a measure of your material’s knowledge and critical thinking skills.
Your case analysis answers must be written in a form of essay formatted APA Style of Writing, no less than 2 full pages (300 words) per page of written content.
With multiple academic resources references/citations (textbook, and one other source of reference, preferable Pro-Quest or STATISTA data bases from the FNU Library) that will support the content of the case study.
With many online retailers having to look giants Amazon and Walmart directly in the eye, home shopping network QVC is rethinking how it can compete and stay relevant in a tight retail marketplace. The infamous network that began in 1986 has grown to an $8.8 billion-plus global shopping organization. One aspect QVC is focusing on is its social media interaction with consumers and the social experience of shopping—a shell that Amazon has not been able to crack.
Many Americans have “cut the cord” due to the high costs of cable television subscriptions, which has negatively impacted QVC’s access to television audiences over time. However, the organization has overcome this obstacle by livestreaming its shopping content on its own website and on other platforms such as Roku, AppleTV, and Facebook Live. The company boasts more than 100 hours per week in simulcast video. QVC hosts even have their own Facebook Fan pages that shoppers can follow.
QVC reaps strong advantages from this strategy. Because QVC is a known entity, it has high consumer trust levels and engagement levels, and the company can track what’s working or not on its marketing dashboard. QVC has found that it can convert consumers from product awareness to actual purchase very quickly with 93 percent of sales coming from repeat customers.
Answer Questions
Discuss QVC’s shift in strategy. What competitive advantages can now be achieved?
Visit qvc.com and connect to one or more social media links. What about QVC’s social media presence engages you the most as a potential customer?
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