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QVC UK introduces social commerce to extend TV shopping’s reach

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Legendary TV shopping channel, QVC UK is introducing social commerce to its mix of media to, it says, “create a discovery-led shopping experience”.

The multi-platform retailer has partnered with social commerce specialist Curalateand is using its technology to make visual content on social media shoppable.

“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,” explains Emma Goble, Content and Social Marketing Senior Manager at QVC UK. “Social commerce adds a new dimension to our multichannel retail offering, which is in tune with the way people now shop.”

QVC UK is also enabling consumers to discover products from intelligent, shoppable images featured onsite via its #MyQVCFind gallery and also in blogs.

“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.”

The move comes as rival marketplace Amazon is moving the other way, adding live ’QVC’ style video to its website to allow some of its sellers to demonstrate their wares live. 

Image: QVC UK

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