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QVC UK introduces social commerce for 'discovery-led' shopping

By Huw Hughes

26 Feb 2019


Shopping network QVC is embracing the power of social media by introducing social commerce to “create a discovery-lead shopping experience.”

QVC has partnered with social commerce specialists Curalate, whose technology makes visual content on social media shoppable. Customers will also be able to discover products from intelligent, shoppable images featured onsite via its #MyQVCFind gallery as well as in blogs.

“We are always looking for new ways for our customers to shop with us and are keen to use our social posts in a more dynamic way,” Emma Goble, content and social marketing senior manager at QVC UK, said in a statement. “Social commerce adds a new dimension to our multichannel retail offering, which is in tune with the way people now shop.”

Bridging the gap between in-person and online shopping

QVC joins a growing number of retailers looking to bridge the gap between in-store and online retail in order to streamline the shopping experience. In January, Marks and Spencer introduced an AI-powered ‘Style Finder’ tool to its website which allows shoppers to snap a photo of an outfit, before being shown the product, as well as similar products, on the retailer's website.

Similarly, Snapchat released a new tool in partnership with Amazon in September which allows users to to scan a physical object or barcode with the Snapchat app open, before being navigated to the relevant product page on Amazon where they can buy the item.

“QVC UK has a unique retail business model and understands the need to bring products to life not just through TV but all forms of digital media,” said Apu Gupta, CEO of Curalate. “Encouraging more people to engage with its social content will drive sales for QVC UK while providing a pleasurable and meaningful experience for its customers.”

Photo credit: QVC, Facebook