QVC, the all-TV-all-the-time shopping network, is adapting to the digital age.
The broadcast pioneer, which has transmitted into living rooms across America since 1986, has long sold products associated with celebrities – be it business mogul Martha Stewart, comedian Ellen DeGeneres, film star Catherine Zeta-Jones, or the Kardashian family of reality stars. And it is now giving prominence to a new cohort of online mavens, too.
“I think influencers have obviously changed the game a bit,” Naomi Jacobs, director/social media strategy at the Qurate Retail Group, QVC’s parent company, explained during a session at the 2018 CommerceNext conference in New...