QVC Inc. said it will incorporate nearly every facet of its direct marketing business into the store it plans to open in August at the Mall of America, Bloomington, MN.
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.”