Imagine you are the new big boss at QVC. You've been brought in to make swingeing cuts and changes to save an organisation with an out-of-date business structure. Your changes may save a sinking ship! Which things do you change, and why?
Here's what I'd consider:
1) Scale back the live programming - with a view to abandoning it altogether over a few years.
2) Introduce more prerecorded hours and make it easier for people just to view the items they want.
3) Incentivise people to order online by offering half price P&P for online orders and free P&P for items ordered through the app during certain hours - and call them "appy hours."
4) Commission extensive market research to compare the thoughts of existing QVC customers (what they like / don't like) with non-customers, really find out what people's preconceptions are about the brand - and shopping TV.
5) Make it far less aspirational.
6) Hugely ramp up the number of really unusual items by getting companies like Kwerkity onboard.
7) Change the broadcasting policy - no screeching, no hard sell, no lathering hands in a bowl or pointless demos, no self-promotion, no fake talking at the beginning of a show, no annoying "back to the programming" idents / stings.
More spontaneity and lightheartedness - a slightly more irreverent, edgy style.
8) Ditch the pompous, upper-middle-class guests.
9) Bring in new talent - particularly from departments stores / non-media backgrounds.
10) Ditch the annoying slogans / stupid voice-overs.
11) Ditch the presenters whose style does not align with my values.
12) Review the returns policy and make it more modern, with more options for the customer.
Here's what I'd consider:
1) Scale back the live programming - with a view to abandoning it altogether over a few years.
2) Introduce more prerecorded hours and make it easier for people just to view the items they want.
3) Incentivise people to order online by offering half price P&P for online orders and free P&P for items ordered through the app during certain hours - and call them "appy hours."
4) Commission extensive market research to compare the thoughts of existing QVC customers (what they like / don't like) with non-customers, really find out what people's preconceptions are about the brand - and shopping TV.
5) Make it far less aspirational.
6) Hugely ramp up the number of really unusual items by getting companies like Kwerkity onboard.
7) Change the broadcasting policy - no screeching, no hard sell, no lathering hands in a bowl or pointless demos, no self-promotion, no fake talking at the beginning of a show, no annoying "back to the programming" idents / stings.
More spontaneity and lightheartedness - a slightly more irreverent, edgy style.
8) Ditch the pompous, upper-middle-class guests.
9) Bring in new talent - particularly from departments stores / non-media backgrounds.
10) Ditch the annoying slogans / stupid voice-overs.
11) Ditch the presenters whose style does not align with my values.
12) Review the returns policy and make it more modern, with more options for the customer.