QVC Plans Store at Mall of America
Nan Russell, vice president of QVC @, which is the name of the store, said her firm will cross-market the store with its Web site, iQVC.com, as well as its direct TV efforts. She said e-mail and direct mail efforts will likely be used.
In addition, the store will have interactive kiosks and broadcasting studios.
QVC, West Chester, PA, recently tested a temporary 500-square-foot store in the Mall of America and saw positive results. The new store will be 2,500 square feet.
QVC has signed a 10-year sponsorship deal with the Mall of America that entails the direct marketer being the shopping center's "Official Interactive Commerce Partner."