QVC: The unlikely juggernaut of mobile shopping

This article is fascinating because QVC has been doing it for so long and now they’re doing it on mobile:

That attention to data may also explain why the 24/7 pageant of panini makers, flameless candles, anti-aging creams and ankle boots has, despite QVC’s fusty reputation, quietly outmaneuvered other retailers in remaking itself for the digital era.

QVC has seen online sales soar to 45 percent of its total U.S. sales by trailblazing on one of the most vexing challenges in retail today: getting people to buy, not just browse, on their phones and tablets.

With a strategy centered on “second screening” — the tendency to watch TV while also swiping and tapping on a gadget — QVC has become the fifth-largest mobile commerce retailer in the United States, according to an analysis by the trade publication Internet Retailer. In fact, it is projected to ring up a mobile sales haul this year that is nearly as large as Wal-Mart’s.

Source: QVC: The unlikely juggernaut of mobile shopping – The Washington Post