Social commerce spotlight: QVC to launch Pinterest-like social platform
The platform, ‘toGather by QVC’, makes a definitive nod towards Pinterest, allowing users to create collections of QVC products and ‘hearting’ them as they wish. Built-in Facebook integration is there, of course, letting shoppers post updates to their feeds, and QVC personalities will be present on the channel, interacting with shoppers.
The news follows QVC’s purchase of social-classifieds company Oodle last December. Oodle co-founder and (now) QVC vice-president of social Craig Donato says he sees toGather as a primary consumer experience rather than an online extension of QVC’s TV show.
“Rather than thinking of it as a second-screen experience, we want to make sure the core elements together capture the essence of what makes QVC special as a first-screen experience,” he told Adweek.
Will it prove successful? Certainly QVC already boasts an active and engaged social community – its Facebook page (1.2m strong) is full of chat and interactions, and there’s a good amount of back-and-forth on its Twitter channel. On QVC.com itself, though, things are a little quieter. Despite a strong body of quality content appearing on its blogs, comments remain thin on the ground. A visit to the site this morning reveals that ’17 members and 4881 guests are online’, suggesting that while many are happy to use QVC.com to facilitate their purchases, social interactions and brand loyalty is to be found elsewhere.
The platform will be rolled out to ‘highly active’ QVC users this summer, with widespread roll out taking place in September, so it’s too early to suggest merits of success. However, back in May Target attempted a similar thing with its social platform Cartwheel, and the lack of buzz around that suggests it’s not seeing any handstands…