QVC reveals brand makeover for mobile and social shopping

The new branding is designed to capture the attention of US customers on the small screen

TV shopping channel QVC has revealed a brand makeover for its digital outlets.

The new visual identity and logo is designed to improve the immersive, video-based shopping experiences for customers.

According to research carried out by the retailer around 60% of its US sales are through e-commerce, two-thirds of which are said to be on mobile devices.

The company also hopes its new visuals will capture the attention of prospective customers on the small screen.

“We’re creating friendly, inclusive environments in digital that invite customers to engage more deeply with us, especially those who are getting to know us for the first time.”

“Our brand identity is a visual manifestation of the evolution of our business and our customers,” said Susan Ripke, VP of Brand Strategy for QVC.

The retailer's new US logo

Mary Campbell, Chief Merchandising Officer for Qurate Retail Group, added: “More than 80% of new customers are coming to QVC US via our digital platforms.

“Customers recognise that our apps and website offer highly appealing products at great values, brought to life via compelling stories, vibrant personalities and personalised content.”

As well as the revamp, QVC has announced the launch of a new shopping app, Q Anytime, to complement its flagship app, in the same design.

This ever-changing feed of shoppable videos is presented in five to eight minute segments to buy the product; over time QVC plans to offer original content, episodic series and other extras.

The Q Anytime app is now available for Apple devices in the US and will launch worldwide later this year.

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