The second keynote of the day featured Bob Myers, SVP QVC.com and Direct Response Marketing, QVC.com. Bob’s talked focussed on the multi-media aspects of QVC’s operations, specifically how they integrate the web and broadcast.

QVC is the second most profitable network, this includes the majors. For Bob, advertising and marketing is somewhat interesting, since they run a network. However, they do very little traditional advertising. They have always relied upon word of mouth. They sell stuff via product demonstrations on air.

Now some stats. They reach 90,000,000 home, handled 179,000,000 calls, 341 calls per minute, 3.5 items shipped per second. It’s some serious velocity. On the web the numbers are there as well. 200,000,000 page views in their online community, 400,000 online customer reviews.

Their old web site was a very good transactional site, so why change it? They have a social shopping experience on air, why not online?

The company brand experience are the 3 E’s: Enrich, Entertain, Engage….they applied these online. The first step was integration of video on the web. Customers want to see their favorite show or host online. It’s about providing the content when and where the customer wants it.

A major initiative is the ‘Item on Air’. It shows the web user the item that is currently being sold. They can also watch the webstream of the video. The inventory numbers are updated every six seconds, both on the air and on the web. There is video all over the site.

Their program guide was also upgraded in the web re-design. Video is included on the program guide, so instead of a paragraph they can watch an actual preview.

‘Items Recently on Air’ allows customers to view things they may have missed on their favorite shows. From a technical standpoint it’s difficult. It’s about media asset management. Bob said that video and media asset management will be your next new headache.

The next major initiative for QVC was the social shopping community. It starts with things like interactive polls. They embed community on every page of their site. QVC has 24 full-time internet sales managers. They interact with online communities. Many sections of the site feature host blogs, forums, responses, etc.

An innovative feature is their Model’s Closet. This section of the site allows broadcast viewers to review products not currently featured.

The important thing to remember is that what drives them is not an online commerce strategy, it’s a company-wide strategy. Much of what they’re featuring online is driven by their broadcast product.