qvc corporate site creative strategy presentation april 4, 2014 1
TRANSCRIPT
QVC Corporate Site Creative Strategy Presentation
April 4, 2014
1
Before we begin,
the thoughts and strategy in this presentation are born from
‘Real Relationships’
+
‘The QVC Story’
+
‘Moments of Truth’
from QVC’s Essence, Vision & Mission presentation as well as our review of the credentials deck, investor conference presentation, vendor summit presentation, the corporate messaging blueprint and interviews with
stakeholders
(Which, y’know, of course they should.)
Anyway,
We are making a new corporate website.
Why are we making a new corporate website?
Why are we making a new corporate website?
(Besides the obvious.)
We are making a new corporate site to get:
We are making a new corporate site to get:
Customers
We are making a new corporate site to get:
Customers Vendors
We are making a new corporate site to get:
Customers Vendors Employees
We are making a new corporate site to get:
Customers Vendors Employees Investors
We are making a new corporate site to get:
Customers Vendors Employees Investors International Prospects
We are making a new corporate site to get:
Customers Vendors Employees Investors International Prospects Reporters
We are making a new corporate site to get:
Customers Vendors Employees Investors International Prospects Reporters Non-profits
To think:
Wow.
Wow.
QVC is a thriving, progressive global retail and commerce leader.
Wow.
QVC is a thriving, progressive global retail and commerce leader.
They have something great to offer.
Wow.
QVC is a thriving, progressive global retail and commerce leader.
They have something great to offer.
And I want to be a part of it.
More specifically:
More specifically: Customers:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them.
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them.
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients.
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients. International Prospects:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients. International Prospects: QVC’s business model will work in my country.
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients. International Prospects: QVC’s business model will work in my country. Reporters:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients. International Prospects: QVC’s business model will work in my country. Reporters: QVC has an amazing story that I want to tell.
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients. International Prospects: QVC’s business model will work in my country. Reporters: QVC has an amazing story that I want to tell. Non-profits:
More specifically: Customers: QVC is fun, they have awesome products and I can trust them. Vendors: QVC is a great opportunity for my brand. I’d love to work with them. Employees: QVC seems like an incredible place to work.
Investors: QVC is a solid investment for me and my clients. International Prospects: QVC’s business model will work in my country. Reporters: QVC has an amazing story that I want to tell. Non-profits: QVC is a good corporate citizen and committed to the community.
So, what’s the single most compelling idea that will get all those groups...
Customers
Vendors
Employees
Investors
International Prospects
Reporters
Non-profits
...to think those things?
What’s the story?
Well, this is a corporate site...
…so we could use numbers.
$9 billion in business
5th biggest e-commerce retailer
3rd biggest mobile retailer
290 million homes reached
12 channels
1.5 million likes
8 countries
(Those are some big, flashy numbers.)
(But, where did they all come from?)
They came from customers.
They came from customers.
From people.
They came from customers.
From people.
From relationships.
Relationships born of and built around a shared passion for shopping.
And that,
—relationships—
is the single most compelling idea for the corporate site.
Because without relationships...
REAL RELATIONSHIPS
...there is no QVC.
So,
The single most compelling idea, (aka the story):
The single most compelling idea, (aka the story):
QVC.
The single most compelling idea, (aka the story):
Developing, nurturing and furthering real relationshipsbuilt around a shared passion for shopping.
QVC.
But, real relationships don’t just materialize out of thin air.
But, real relationships don’t just materialize out of thin air.
They take work.
Hence,
Develop
Nurture
Further
Develop
Nurture
Further
As in beginning new relationships on the right foot.
Develop
Nurture
Further
As in taking care of current relationships.
Develop
Nurture
FurtherAs in continually looking for innovative ways to strengthen and improve
relationships.
Because for QVC,building relationships builds business.
$9 billion in business
5th biggest e-commerce retailer
3rd biggest mobile retailer
290 million homes reached
12 channels
1.5 million likes
8 countries
And any good relationship has to have a shared passion.
And in our case, that shared passion is...
SHOPPING!
Of course shopping to us means much more than just buying something.
It’s discovering.
It’s active.
It’s delighting.
It’s social.
It’s fun.
Really fun!
So, to that end, the corporate site is going to take more than a paragraph about QVC’s history and links to a few annual
reports.
It’s going to take technology, dynamic content and participation.
It’s going to take “reimagining the worlds of shopping, entertainment and social as one.”
(Not to mention reimagining what a corporate site can be.)
And those words...
Develop
Nurture
Further
…give us a straightforward criteria by which to judge
for the QVC corporate site.
work/creative/ideas
Does the IDEA develop, nurture or further a real relationship?
YES!
Does the IDEA develop, nurture or further a real relationship?
YES!
Do It
Does the IDEA develop, nurture or further a real relationship?
YES! NO!
Do It
Does the IDEA develop, nurture or further a real relationship?
YES! NO!
Do It
Does the IDEA develop, nurture or further a real relationship?
Don’t Do It
So, why should people believe this message?
Developing, nurturing and furthering real relationshipsbuilt around a shared passion for shopping.
QVC.
Well,
QVC demonstrates this by…Surprising and delighting the QVC community and encouraging the experience of discovery
• Bringing unique and interesting products to life by telling the stories behind the products
• Pioneering the next generation of retailing by converging shopping, entertainment and social
• Building a highly engaged shopping community, being naturally social and fully leveraging social media
• Curating an ever-changing mix of exclusive, high-quality and innovative products for its customers
Valuing the energetic, passionate employees and leaders who make QVC a dynamic
organization
• Offering rewarding, long-lasting careers by motivating employees to cultivate their strengths and follow
their own path
• Celebrating the energy and diversity of its employees
• Securing a best-in-class, visionary leadership team with a breadth of experience and proven success
Being a consistent and solid long-term investment
• Giving investors confidence by being both agile and stable to generate steady, consistent global growth
• Having a proven business model that is scalable and can extend into new markets worldwide
• Maintaining a consistent brand across all international markets in which it operates
Collaborating with other businesses, vendors and the community and being a good corporate
citizen
• Cultivating mutually beneficial, long-lasting relationships with vendors by giving them a unique
opportunity to tell their story and showcase their products on a powerful multi-channel platform
• Demonstrating care about people, the community, and the planet through action
• Dedicating itself to the responsible sourcing of products
All in an
honest, human, progressive, and energetic
tone.
That’s why.
And why...
Customers
Vendors
Employees
Investors
International Prospects
Reporters
Non-profits
...will think...
Wow.
QVC is a thriving, progressive global retail and commerce leader.
They have something great to offer.
And I want to be a part of it.
…after they have interacted with the site.
So, in summation:
Develop.
Develop. Nurture.
Develop. Nurture. Further.
It’s just that simple.
It’s just that simple.
And challenging.
(Now let’s get out there and sling some 0s and 1s!)
Thank You.