NEW YORK: QVC, the shopping network, is seeking to tap into “influencer commerce” as a powerful means of driving online sales.

Naomi Jacobs, director/social media strategy at the Qurate Retail Group, QVC’s parent company, discussed this subject at the 2018 CommerceNext conference.

“For a long time, we were very focused as an organization on influencer marketing,” she said. (For more details, read WARC’s in-depth report: QVC taps influencer commerce.)

“And I think the future now that we’re focused on is influencer commerce: how these influencers are creating product lines, and how we can be the brand that they want to come to, and tell their story, and be the next generation of how that can come to life. That’s a big focus.”

A case in point involves Farah Merhi, an online influencer in the home-décor space. Merhi originally built a fanbase through her Instagram feed, where she uploads images of enticing and inspiring home designs deck.

Last year, she also partnered with QVC to launch an exclusive homewares collection – think rugs, bedding, throws, mirrors and flameless candles – under the fledgling “Inspire Me! Home Décor” brand.

And this tie-up, Jacobs explained, hints at the enormous potential that online influencers possess in the commercial arena for QVC.

“It’s absolutely incredible when you combine great design with a great personality, with someone that has built an authentic and loyal following already, [and] the magic that can happen with that,” she said.

Elaborating on this theme, Jacobs argued social media has turned every consumer – say, from among its 2.8 million fans on Facebook – into an influencer, as their posts about brands and products will reach peers in their personal network.

“Obviously, social has been such an amazing catalyst for that change,” she said. “And the way in which every single customer is essentially an advocate and an influencer – in addition to being a shopper – if you use the tools that are available to you is incredibly powerful.”

Sourced from WARC