With combined worldwide sales exceeding $13B, together QVC, HSN and EVINE share millions of happy consumers, and hundreds (if not thousands) of brand partnerships, and it’s clear that home shopping is here to stay. But just exactly who is the home shopping consumer, and what does it take to get her to open her wallet? TBC, QVC, Eve Pearl and Doll 10 have the answer. Join us at Cosmoprof on Sunday, July 24th at 1pm for TV Home Shopping Culture: Is your Brand Camera-Ready?—a deep dive into everything that makes the home shopping beauty consumer tick, from the people who know.
First, learn a bit about ‘her’
Denise Herich, co-founder and managing partner at The Benchmarking Company, will tell you everything you could want to know about home shopping consumers: who they are (online shoppers or at-home shoppers? Or maybe, both?), what they are purchasing and why? Using original research conducted on over 1,200 female US beauty consumers in May 2016, Denise will illuminate critical data about beauty consumers, and how they interact with and feel about every aspect of the home shopping experience.
For example, how old is she? Where is she located geographically? How much money does she earn—and how much of that is spent on beauty products every year? And speaking of products, you will also learn what products she purchases on home shopping websites and networks (hint hint: beauty is her number one choice!); how often she buys them; and what motivates her to choose certain brands or products.
Going even deeper, Denise will uncover critical information about her purchase triggers, specifically—the importance of consumer claims in boosting sales and generating long-term loyalty. As beauty buyers continue to seek out new products and offerings, consumer claims are more and more becoming the key that opens the door to her interest. As you will learn, 78% say consumer claims (from women with similar skin concerns) are the most compelling kind of claim, and 46% of consumers choose to shop home shopping because they can read consumer claims (either online or watching TV). Additionally, 58% of women choose products based upon consumer claims, and 42% of women purchase products based upon the consumer claims they saw on-air. Denise will share all of this information and more as you find out exactly what brands should—and should not—do to maximize their on-air success.
Then, find out what it takes to make it on QVC
After hearing all about the home shopping consumer from Denise, next –hear all about what it takes for a brand to thrive on the number one home shopping destination for consumers—QVC—directly from the source: Ellen Lennon, QVC’s Director of Beauty, US.
Specifically, Ellen will discuss what QVC looks for in their beauty brand partners (for instance: great packaging, strong pipeline and rock-solid claims), and what a brand needs to do in order to land a coveted partnership with QVC. Then, once you find out your brand is a go for QVC, what can you expect in terms of timing, show preparation, cross-marketing, and so much more. Finally, Ellen will take some time to discuss what factors make a brand a recurring success on QVC and perhaps most importantly—a valuable QVC partner?
With 70% of women who shop via home shopping saying QVC.com is their top choice (and 53% QVC on television), QVC’s formula for beauty success is strong, and for all beauty brands—they are the partner to know. Put your brand on the path to success by learning what QVC thinks and wants, right from the start.
And finally, hear valuable insights from a few QVC brands themselves.
To round out this discussion on what makes home shopping tick from the retail side, next you will hear from two women that have cracked the code from the brand side: Eve Pearl of Eve Pearl Beauty and Doris Dalton of Doll 10. Two of QVC’s successful brands, specifically, these two beauty superstars will talk about what spells success on QVC (from a brand perspective) and how, when it’s your turn to be on-air, brands can (and indeed—must) put their best marketing effort forward in order to create long-lasting connections both with the audience, and also the network. Learn what these marketing initiatives look like, and best practices for implementing a marketing program that will engage and excite the audience. Eve and Doris will also discuss which tools they used (and continue to use) to engage customers both on-air and online, and why.
It’s no secret that in the past 10 years, home shopping has disrupted the beauty landscape, eroding market share of traditional beauty retailers and shaking up how consumers approach thinking about (and purchasing) products. Three key reasons drive this change: value, convenience and leveraging the beauty buyer’s emotional buying triggers. In addition to learning more about this phenomenon, walk away from this session learning:
- What home shopping executives look for in a beauty brand?
- How to position your brand for success on QVC?
- What it means to be a home shopping brand?
- Real-time experiences from brands that sell on QVC, and what they’ve learned along the way.
- How to leverage your home shopping success once you’re on the air.
- The vital importance of proof points: before & afters, and consumer claims to boost sales.
- What consumers look for in a home shopping beauty brand, and why they’ll buy—again and again.
The bottom line is, no matter which home shopping network or website she prefers, or why, women are very much engaged with the whole experience home shopping provides, and the benefits it affords her, and that is good news for brands and retailers alike. So join us on Sunday, June 24th at Cosmoprof North America for: TV Home Shopping Culture: Is your Brand Camera-Ready?