topic How Would You Run QVC? in Q Talk

How Would You Run QVC?

Winkk — Tue, 27 Oct 2015 13:29:53 GMT

I was reading a post complaining about programming on QVC, which led me to think how would I run the company. Actually, I don't know. It is a business so you have to get and keep new customers, advertise, pay all the bills, have good talent both on-air and off, make a profit and answer to share holders, etc.

I know we all have things we don't like, but how would you do it? All I know is that I wouldn't want the job.

Re: How Would You Run QVC?

Desertdi — Tue, 27 Oct 2015 13:33:41 GMT

I wouldn't change anything. It's kinda like "The Catalog of the Airwaves" and has to appeal to a vast diversity of customers. Q seems to cover just about everyone.................

Re: How Would You Run QVC?

Sunshine Kate — Tue, 27 Oct 2015 13:42:44 GMT

Many, many years ago I would watch and order from QVC. NOT ANYMORE! I can't even have QVC on as "white noise" like years ago.

QVC has changed today. I would suggest toning it down and being like years ago. I think QVC was doing better back then also.

Re: How Would You Run QVC?

stevieb — Tue, 27 Oct 2015 13:54:07 GMT

How would I run it?

Certainly not into the ground...

Re: How Would You Run QVC?

World Traveler — Tue, 27 Oct 2015 14:06:38 GMT

@Sunshine Kate wrote:
Many, many years ago I would watch and order from QVC. NOT ANYMORE! I can't even have QVC on as "white noise" like years ago.

QVC has changed today. I would suggest toning it down and being like years ago. I think QVC was doing better back then also.

@Sunshine Kate But you didn't say what it was that you liked about "years ago." What were they doing then that they aren't doing now? What does "toning it down" mean? Do you mean the hype for a product?

Just curious.

Of course, most of us don't know what it is like to run a big corporation like that and what they need to do to make it work. But if it was possible and made fiscal sense, I would like to see the programming not be so predictable. I would prefer not to know that every Tuesday evening there is a beauty program. Weekends seem to have a lot of food programming. Sometimes I like knowing that a certain program will be on regularly and other times I like to tune in, not knowing what will be on. Better chance of me finding something new that way.

I would probably rotate the hosts more. I rarely get to see Alberti Popaj and think he is really great. I only see Pat if it is in the morning and would like to see her in the evenings. Every once in a while I watch QVC's other channel and I see hosts I haven't seen before. I thought it was mostly repeats of the main channel, but evidently not.

All in all, I like QVC as it is. You can't please everyone, and the few things that bug me are too minor to complain about to the powers that be.

Re: How Would You Run QVC?

Winkk — Tue, 27 Oct 2015 13:59:35 GMT

@Sunshine Kate wrote:
Many, many years ago I would watch and order from QVC. NOT ANYMORE! I can't even have QVC on as "white noise" like years ago.

QVC has changed today. I would suggest toning it down and being like years ago. I think QVC was doing better back then also.

I agree. I liked QVC in the old days too. But, was it making a profit? You have to see it from the business angle. There are so many competitors that QVC has to keep up with places like WalMart, Amazon other online shopping channels. It's not easy. If their current progrqamming wasn't making money they would change it.

Re: How Would You Run QVC?

stevieb — Tue, 27 Oct 2015 14:01:56 GMT

@Sunshine Kate wrote:
Many, many years ago I would watch and order from QVC. NOT ANYMORE! I can't even have QVC on as "white noise" like years ago.

QVC has changed today. I would suggest toning it down and being like years ago. I think QVC was doing better back then also.

I agree. The variety just isn't there and what is there is repetitive and largely seems to strive for mediocrity, with just a few exceptions. Moreover, instead of getting a warm, familiar feeling when watching, the whole approach these days just seems increasingly frantic and annoying.

Re: How Would You Run QVC?

Sunshine Kate — Tue, 27 Oct 2015 14:02:39 GMT

But you didn't say what it was that you liked about "years ago." What were they doing then that they aren't doing now? What does "toning it down" mean? Do you mean the hype for a product?

Yes, toning it down means there's too much hype now. The hosts talk too fast and loud.

Re: How Would You Run QVC?

stevieb — Tue, 27 Oct 2015 14:10:22 GMT

@Winkk wrote:
@Sunshine Kate wrote:
Many, many years ago I would watch and order from QVC. NOT ANYMORE! I can't even have QVC on as "white noise" like years ago.

QVC has changed today. I would suggest toning it down and being like years ago. I think QVC was doing better back then also.

I agree. I liked QVC in the old days too. But, was it making a profit? You have to see it from the business angle. There are so many competitors that QVC has to keep up with places like WalMart, Amazon other online shopping channels. It's not easy. If their current progrqamming wasn't making money they would change it.

I suspect they were making money in the old days, otherwise they wouldn't still be around... And no, I'm sure it isn't easy, but their executives are remarkably well compensated and I simply think they can do better than this... There are lots of ways to make money and compete with other retailers that don't involve such a high level of redundancy, predictabiltiy, narrow branding, 'hard sell' and a largely annoying cadre of host behaviors. There seems to be an assumption made that QVC is swimming along nicely 'or they'd change it up', but their quarterly financials, while not dismal, are hardly glowing.

Re: How Would You Run QVC?

World Traveler — Tue, 27 Oct 2015 14:07:48 GMT

@Sunshine Kate wrote:
But you didn't say what it was that you liked about "years ago." What were they doing then that they aren't doing now? What does "toning it down" mean? Do you mean the hype for a product?

Yes, toning it down means there's too much hype now. The hosts talk too fast and loud.

@Sunshine Kate Got it. And I agree.

Re: How Would You Run QVC?

millieshops — Tue, 27 Oct 2015 14:25:37 GMT

I can't imagine toning it down would be good business in today's world where the louder you shout the more likely you are to attract attention.

That's my take on lots of the music, lots of the lotical scene, etc. Quiet seems to have disappeared.

Re: How Would You Run QVC?

wagirl — Tue, 27 Oct 2015 14:31:17 GMT

I'd get rid of the stupid phone calls. I change the channel when that happens so I don't watch much anymore. I really don't care what Freida from Kentucky has to say about the set of flash lights that are being shown!

Re: How Would You Run QVC?

gardensla — Tue, 27 Oct 2015 14:55:28 GMT

@Winkk

QVC disrupted the retail shopping experience when it began and they need to think big about how to do that again. I work as Editorial Director for a very large retailer and part of my job is to listen to the customer and give them what they want.

Due to endless options for shopping and buying, customers (especially younger ones) are looking for a few things: they want their money to mean something and if they have a choice, reward companies who stand for more than just profits (see Toms, Chipotle, etc); they want more than just to buy something, they want an "experience" that they can share with others (AirBnB, Craigslist, etc); they want super flexibility to individualize their shopping (discounts to use at will, items made to order from Etsy or Handmade); and finally, they want it fast, on trend, and with lots of buzz (H&M, Apple, IKEA, etc).

QVC does none of this. None. Their biggest competitors are Amazon, Walmart and Target, all of whom have adapted to fulfill this new 21st century shopper. The experience of shopping from QVC is exactly as it was in 1999. They've slipped behind their competition and show no signs of thinking big and trying anything new (flash easy pay sales, frantic and very pitchy presentations, and pricey, sloowwww shipping both ways is not exactly "new" and industry changing!).

I would stop being so stubborn and listen to the next generation of my customer.

That's how I would run QVC.

Re: How Would You Run QVC?

lucymo — Tue, 27 Oct 2015 14:45:10 GMT

I have been a QVC customer for many years and like most of the other customers, some things I like and some I don't, just normal for most of us. But, one thing I would hope to change is leaving orders in process for days, can't edit or cancel but still not shipped. With transit time added to that it is just too long to wait to receive items.

Re: How Would You Run QVC?

fthunt — Tue, 27 Oct 2015 14:48:30 GMT

A great question - I agree with toning it down comments - but (and this won't be popular).......deceased designers must EXIT the stage. To be clear: Joan Rivers & J. Bice would be revamped.

Re: How Would You Run QVC?

Skididdy — Tue, 27 Oct 2015 15:00:55 GMT

Just a few changes.....

1-DO NOT SHOW THE TSV AS MUCH AS THEY DO...OVERKILL IN MY OPINION.

2-MORE VARIETY OF PRODUCT...LESS REPETITION OF THE SAME OLD TIRED PRODUCTS.

3-YES YES......TONE THE HOSTS DOWN A BIT. THEY ARE GETTING A BIT OUT OF HAND AND PLEASE NO TALKING OVER ONE ANOTHER AND INTURUPTING.

4-TRAIN THE HOSTS THAT HAVE PROBLEMS WITH SPEAKING...MIS PRONUNCIATION OF WORDS IS key !!!!!!!!!!!! IT IS SAD BUT I TURN OFF QVC WHEN CERTAIN HOSTS ARE ON. SIMPLE !!!!

5-GIVE MORE TSV TO THOSE WHO NEVER EVER GET THEM. AND WE ALL KNOW HOW ARE.

6-THE BIGGEST FOR ME..........PROCESS RETURNS IN A MORE TIMELY MANNER. THEY ARE GETTING VERY VERY SLOW IN MY OPINION.

THANK YOU FOR LISTENING.

Re: How Would You Run QVC?

Goldengate8361 — Tue, 27 Oct 2015 15:33:31 GMT

I would do exactly what they're doing right now...EXCEPT I'd make the shows go much, much faster! I think they should have at least double the number of products shown in the same amount of time. I think most of the shows are too, too slow! I'd watch more frequently if the shows were faster.

Re: How Would You Run QVC?

nycgirl79 — Tue, 27 Oct 2015 15:40:32 GMT

Interesting question. A few things I would do:

1) I'd spend less time per item and show more items per hour. Last night in PMS, they spent 12 minutes on the swap top perfector, an item that was a tsv less than 2 weeks ago. Too much time. Jill's last holiday show was a great example of moving things along -- she showed a LOT of items throughout her two hours. Much more entertaining.

2) Offer the TSV's at a bigger discount than the next day's featured price. Often the featured price is only $2-$10 more and that is not enough to entice unless it is an item that is guaranteed to sell out. This would also apply to OTO's.

3) In the same vein, offer the TSV's with a discounted shipping rate. Handbags and boots that are $12+ to ship out and "try" is not a deal, at least not in my book. Often it stops me from ordering as I'd prefer to wait for the reviews and if I miss my color/size, so be it. There is always something else to buy down the road.

4) I do like the idea of rotating hosts or pairing them up for shows -- not to present together (I'm not a fan of AM Style where they talk over each other) but do like when they switch back & forth -- keeps it fresh and engaging, in my opinion.

Just some thoughts to share. I'm not expecting everyone to agree -- after all, that is what makes the world intersting. Have a nice day all!

Re: How Would You Run QVC?

Goldengate8361 — Tue, 27 Oct 2015 15:45:15 GMT

I totally agree with everything you just said, NYCgirl79! Wish we were running the company together.

Re: How Would You Run QVC?

SunValley — Tue, 27 Oct 2015 16:19:32 GMT

Reduce the number of one-hour infomercials (a whole hour on a pillow! Really?!) on the main channel. Move those to QVC Plus for those who want a more in-depth look.

Increase the number of items shown per show. I agree, Jill's latest holiday show moved quickly and featured a lot of product. Lots of sellouts too.

No host should be allowed to squeal or scream unless they are being attacked on air by a zombie.