Live From Internet Retailer: QVC Site Puts the Customer First

Miami — Home shopping giant QVC aims to engage online customers in a multimedia shopping experience, said Ivy Chin, its vice president, architecture, design, and video, at Internet Retailer’s Web Design conference. But you have to serve the customer on her terms, she noted. “It’s not about what we like, it’s what she likes.”

QVC redesigned its Website this past year. The effort included giving the site a refreshed brand look and feel, with new templates; refined navigation and taxonomy; an enhanced interactive programming guide and alert feature; no more pop-ups — all DHTML and Ajax; integrated flash videos across the site; more rich product detail, including video, alternate views, dynamic sizing, color selections, ratings and reviews; and community integrated into the entire site experience.

What did Chin learn from the Website redesign experience? For one thing, the process takes time and money, she said. “If you think you can shortcut something, you will pay for it later.”

Internet merchants also have to test, pay attention to customer feedback on any site changes, and keep in mind that habituated customers will take time to adjust. “They like what they like, and some may not be willing to make changes,” Chin said.

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