Matteo Pozzuoli, Speaker at Social Business Forum 2013

1. Conversations that break the distance
How the «social» DNA of QVC is translated
into social media

2. 02 | QVC
COMPANY IN THE WORLD
QVC
WORLDWIDE
A GLOBAL MULTIMEDIA RETAILER BASED IN US, UK, GERMANY, JAPAN, CHINA
AND FROM OCTOBER 2010 IN ITALY TOO.
11,5
MILLION CUSTOMERS WORLDWIDE
One of the key companies in John Malone’s Liberty Media Group - TLC guru
One of the biggest retailers worldwide
Second USA TV channel in terms of turnover, after CBS
Over 17.000 employees worldwide
More than 35% of turnover outside USA
8 distribution centres and 7 call centers worldwide
8,5
BILLION DOLLARS IN 2012

3. 03 | QVC
IN ITALY
QVC
IN ITALYLAUNCHED ON OCTOBER 1° 2010
Headquarters in Brugherio (MB), close to Milan.
Building/technological investment of 65M€,15.000 eco-friendly square metres
to ensure sustainability and resources protection.
Intrduction of a new logistic center in July 2013
Almost 600 people currently employed.
Property Contact Center inside the company.

4. 04 | QVC
IN ITALIA
Last update: 31.03. 2013
NUMBERS
OFITALIANBUSINESSSOFAR
3.5 Mio
calls
16.643
hours of live shows
86.000
fans on our Facebook profile
15.027
products
25
products per year/per customer
120
new products each week
11
new brands each month

5. 05 | QVC
IN ITALIA
RELATIONSHIP
WITHOURCUSTOMERS
A TRUST-BASED RELATIONSHIP WITH THE
CUSTOMER IS THE CORE OF QVC PHILOSOPHY,
BOTH WORLDWIDE AND IN ITALY AND THE FIGURES
SHOWED IT.
Percentage of CUSTOMERS’ SATISFACTION
Global percentage of “REPEAT CUSTOMERS”
on total revenues:
96%

6. 05 | QVC
IN ITALIA
WHYQVCCUSTOMERSARE
SOSATISFIED?
HOWQVCCREATEDTHIS
STRONGRELATIONSHIP?
HOWQVCBROKETHE
DISTANCE?
05 | QVC
IN ITALIA
06 | QVC
IN ITALY

7. QVC
IS A
PUBLIshare
QVC BRAND ROLE
Beingwhatwereallyare
07 | QVC
IN ITALY

8. sociale socievole
QVC BRAND ROLE
Beingwhatwereallyare
QVC
IS SOCIAL
08 | QVC
IN ITALY

9. FB Fanpage started
with an educational
and customer care
approach
09 | QVC
IN ITALY
• Educate about QVC
• Inform activities and
initiatives
• Support customers
• Generate community
through
engagement,
exclusive contents,
shopping experiences
• Stimulate dialogue
between users
Encourage UGC from
the fanbase
• Identify QVC
Ambassadors so to
spread QVC Values
• Leverage social as a
NN driver
FROM EDUCATION
TO COMMUNITY
FB Fanpage is a place
where users feel and
act like members of a
community
FB fanpage will
evolve in a place
where to exchange
shopping/life
experiences
Enlarge the presence
on social media and
create an owned
community.
YEAR 1 YEAR 2 YEAR 3 AND FUTURE

10. 10 | QVC
IN ITALY
QVC VALUES
INTO SOCIAL MEDIA
Uniqueness
Rewarding
Sense of Belonging
Engagement
Constant Dialogue
social media as a perfect reflection the
conversation attitude of QVC.
Dialogue is at the center.
Conversation and listening attitude:
a unique way to serve customers.

11. 11 | QVC
IN ITALY
REALFEEDBACK FROM
REALFANS
Source: Human Highway 2013

12. 11 | QVC
IN ITALY
REALFEEDBACK FROM
REALFANS
Source: Gfk Eurisko 2013
«Appena arrivo a casa, prima ancora di
togliere la giacca, accendo la
televisione»
«Le tv è sempre accesa da quando mi
sveglio al mattino fino a quando vado a
letto la sera»
«È come stare nel paese dei balocchi:
scegli, chiami, sono gentili…»
«faccio il numero di corsa, ti prego
rispondi… signorina scriva subito il
codice poi le dico li resto! È una corsa
all’ultimo respiro, è bellissimo»
«Sembra una chiacchiera tra amiche»
«È come se fossero sedute sul tuo
divano»«È come avere degli amici in casa che ti
parlano di continuo»
«Sono gentilissime, pazienti, ti
ascoltano»
«Se hai dubbi sulla taglia loro ti danno
una mano a trovare quella giusta o
anche ti danno un consiglio sul colore»
«Quando ho dovuto rendere un abito
ma non avevo più il talloncino e lo
avevo messo già due volte loro mi
hanno detto di non preoccuparmi che
me lo ritiravano lo stesso… più di così!»

13. 11 | QVC
IN ITALY
REALFEEDBACK FROM
REALFANS