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qvclogo_magentaQVC is taking consumer engagement in-house. The TV shopping and e-commerce brand announced today that is launching its own social shopping platform, called toGather. toGather is being billed as an online “gathering place” that brings together QVC’s customers, personalities and brands. It will be a platform where the brand can manage its online relationships and gain valuable data from those engagements.

“toGather is another way we bring the magic of what we do every day on television to the digital space. It’s an online destination where customers discover new products and are entertained with people they know and trust,” said Claire Watts, QVC U.S. CEO. “Social shopping is all about building relationships, and QVC creates long-term relationships with customers like no other retailer. It’s one more way we are changing the way the world shops, together with our customers.”

According to Craig Donato, Co-founder and former CEO of Oodle who now serves as Vice President of Social for QVC, QVC customers are already highly engaged with QVC’s social media platforms. U.S. customers who interacted with one or more of QVC’s social channels generated more than half a billion dollars in revenue in the 12 months ending June 2013.

Its new network will offer more shopping and recommendation options.Users can explore what products are trending in the community or set up their own personalized feed by following people and brands that share their sense of style. As a social shopping site, toGather it will include including an integrated shopping cart, a full product catalogue, and recommendations from an active community.

The launch closes and active digital September for QVC. Last week it announced today the official launch of QVC Sprouts, an ongoing crowd-sourced competition to search for the best up-and-coming products. The program serves as an entry into multiplatform retail for entrepreneurs and inventors and provides an opportunity for them to grow their businesses through a scalable, responsible and nurturing process.

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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