in foQus
CREATIVE + MARKETING + PROGRAMMING
Volume 22
Guacamole Optional
A LOOK AT THE 2012 BLUE CHIPS
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - By Maureen Rayburn
When most people hear the term “mission statement,” they might have visions of impossible goals and objectives that seem to be irrelevant to their jobs. At QVC, however, we
have the luxury of working together as a large team to support each other in improving
the business and the overall customer experience.
In 2012, we are aiming to reinvent the digital shopping experience through real relation-
ships with our three Blue Chip priorities: Elevating Our Content, Enriching Her Experience,
and Expanding Our Audience. These priorities emerge in different ways for every team,
and our leaders have a very clear vision of how we can impact our goals.
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they symbolize QVC’s evolution as an organization and as a brand.” The communal ownership of our mission statement is an important part of our culture at QVC, and we all have an opportunity to make a difference.
Our teams are working towards the Blue Chips in a number of ways. “The speed in which the organization has begun to adopt the
language of the 2012 Blue Chips is a clear indicator of how strongly the teams feel that these are the right areas to be working on,”
said Alex Miller. The Creative groups, for example, have been thoroughly entrenched in reinventing the shopping experience. From
Michele Schwartz’s Editorial team providing a consistent QVC voice through the written word, to Peter Farrell’s team creating
“girlfriend-conversation-worthy content” on every platform, QVC’s customer experience is sure to blossom in 2012.
When we look at how Elevating Our Content, Enriching Her Experience, and Expanding Our Audience really intertwine in order to
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Community group is always working to expand our audience, and our goals have been an integral part of their planning efforts.
“We’re expanding our audience by hosting live chats within our Community,” said Cindi Freeburn. “Our team will also host a campaign to get current Community members to ‘Bring Someone New to the Q’.” Ginger March’s Scenic Design group plans to Enrich
Her Experience with a consistent visual feel on air and online. “In 2012, we’re really beginning to ‘set the stage’ for this, so to speak,”
Ginger said.
When asked about his view on our mission, Marc Barbella posed the question, “Are there three emerging Blue Chips, or is there really just one?” Again, we can see that building our brand consistency, providing a customized customer experience, and broadening
our appeal all come together to support our evolution. It’s up to us to make this happen for the company and ultimately, for the QVC
customer.
In 2012, we can press on, keeping Rich Arthur’s words in mind: “Purposeful and relevant content to enrich her experience, thereby
increasing her engagement so that she tells all of her friends and we expand our audience? You’d have to serve up some tasty guacamole to have better chips than this for the Creative teams! This is so in our wheelhouse. Now, onward to work with our partners to
get this done right!”