adds user reviews

Share this content:

Veteran direct marketer QVC Inc. recently added user-generated reviews to its e-commerce site in an attempt to build a stronger community and to grow its multichannel experience.

Shoppers at can voice their opinions about the retailer's array of beauty products, apparel, jewelry and home products and share them with other customers. The feature builds on the pre-existing t-caller segment, in which customers call in during live infomercials and give testimonials about products that are being advertised.

"We did this because we wanted to encourage QVC customers to communicate about our products," said Ivy Chin, vice president of online architecture, design and video at "We believe that this will increase trust and will enhance the experience, because customers trust other customers."

QVC reaches more than 160 million homes worldwide and reports annual revenue of more than $7 billion. The West Chester, PA-based retailer has shipped more than a billion packages in its 20-year history.

The retailer partnered with Bazaarvoice, whose platform lets marketers incorporate ratings and reviews into the e-commerce site.

To promote the reviews, QVC sent out e-mails to customers who purchased items. In the first month, 65,000 reviews were posted to with an average of more than 2,100 reviews posted a day. This busy posting traffic represents the largest daily review volume of any Bazaarvoice client to date during its first week of soft launch.

The QVC site includes product reviews for all of its products, but the top three categories for reviews are jewelry, women's apparel and beauty.

In addition to the user-generated reviews, QVC is using its television content with online video on its Web site.

For example, QVC will take a television clip of Laura Geller demonstrating how to apply her line of make-up and run it on the site after the clip has aired on television. This way, customers can return to the site after buying the product and see a demo on how to use it.

Expect QVC to focus on its customers and create more user-generated content on its site.

"We are looking into other user-generated content that customers might like in order to increase the existing community," Ms. Chin said.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above