QVC launches new mobile app with shoppable videos

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// QVC has launched the Q Anytime app on Apple platforms
// Customers can watch on-demand or live videos and purchase items in the app
// It forms part of a wider re-branding as QVC attempts to boost its mobile offering

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TV shopping channel QVC has launched a new app which offers regularly changed on-demand shoppable videos as part of a wider re-branding of the platform.

QVC has launched the Q Anytime app on Apple platforms, in which customers can watch live and on demand videos of between five and eight minutes, updated every two hours, and tap on them to either purchase the item or receive more information.

Customers’ feeds can be customised by liking videos, and the brand is aiming to produce original content for the app in the near future.

This comes as part of the televised home shopping channels push to modernise its offering and move its offering to more mobile platforms.

According to the brand 60 per cent of its sales in the US are made online, and two thirds of those are made via a mobile device.

“Consumers have embraced QVC as a leading digital destination for product discovery and inspirational shopping, and our new brand identity and video app reflect this reality,” QVC’s owner Qurate Retail Group’s chief merchandising officer Mary Campbell said.

Vice president of brand strategy Susan Ripke added: “Our brand identity is a visual manifestation of the evolution of our business and our customers.

“We’re creating friendly, inclusive environments in digital that invite customers to engage more deeply with us, especially those who are getting to know us for the first time. For example, our flagship QVC mobile app features bold, square modules and horizontal scrolling for binge-worthy video.”

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