The multi-channel electronic retailer has launched online Ratings & Reviews from social commerce technology provider Bazaarvoice, and ultimately will integrate its customers’ voice across TV, interactive TV, mobile and the web to inform purchase decisions

QVC has launched online customer ratings and reviews across its entire product range following a successful roll-out of the service for beauty and jewellery items. The functionality, which aims to extend customer participation and inform purchases, will be hosted by social commerce technology provider Bazaarvoice, which also manages the review systems for Early Learning Centre, online lingerie retailer and Timberland.

Ultimately, QVC will integrate customers’ ratings and reviews with the television broadcast as another tool to raise the level of customer interaction and feedback during the live show. For example, graphics for specific products shown on TV will include the average customer ratings that were originally posted on the web site.

“QVC looks to integrate its customer’s voice in everything it does,” said Gina Deeble, Head of Interactive Content at QVC. “We feel very strongly that feedback from our customers is a powerful validation of the quality of the products and services we provide and is an important part of the QVC customer experience. The addition of online ratings and reviews is simply a continuation of our practice to integrate the customer voice into our business. We’ve been providing customer testimonials on the live show via telephone and SMS messaging for years.”

Deeble added: “We launched ratings and reviews on our beauty and jewellery items in October and customer participation has been well beyond our expectations.”

Over a fifth of reviewers have so far written three or more reviews. Bazaarvoice’s industry average is 10 per cent.

QVC is unique among multi-channel retailers in that customer behaviour on the web can be influenced by the TV broadcast. Pinpointing web behaviour has been difficult in the past as everything is totally integrated - the stock for web and TV is the same and counted in real time, and people buying on the web may have been driven to the site by the TV broadcast.

“Ratings & Reviews will help QVC measure online interaction and improve customer service, as well as enhancing the sales process on other channels,” said Sam Decker, Chief Marketing Officer at Bazaarvoice. “Customer reviews will also inform decision making by the buying team and it’s likely that adding the customer voice to its web site, QVC will also reduce returns.”

About Bazaarvoice
Bazaarvoice ( offers outsourced technology, hosting services, analytics and expertise to help brands enhance the online shopping experience with social commerce applications that drive sales. Launched by web analytics pioneer and Coremetrics founder Brett Hurt in the US in 2005, Bazaarvoice’s stable of over 150 clients include Hewlett Packard, Dell, Early Learning Centre and Bazaarvoice Ratings and Reviews and Ask & Answer™ products help brands to maximize the impact of user-generated review content through customisation, deep integration, community management, advanced analytics, search engine optimisation and syndication across the Web. Bazaarvoice’s services empower consumers to share honest opinions and influence each other to make more informed and rewarding purchase decisions. Bazaarvoice was named Marketing Innovation of the Year in the 2006 US ClickZ Marketing Excellence Awards was included in the ‘Red Herring 100 North America.’ The company was named one of the ‘Red Herring 100 Global’ in 2007.

About QVC
QVC, Inc., a wholly owned subsidiary of Liberty Media Corporation attributed to the Liberty Interactive Group (Nasdaq: LINTA), is one of the largest multimedia retailers in the world, with annual revenue of more than $7 billion. Its programming is distributed to more than 166 million homes worldwide.

QVC UK is the largest TV shopping channel in Britain with net sales of £331 million in 2006. It offers a wide variety of brand name products in apparel & beauty, jewellery, home innovation and home style. The channel broadcasts 24 hours a day, 364 days a year with 17 hours of live programming each day (from 09.00 to 02.00 UK time). QVC is available to over 21 million digital terrestrial, satellite and cable homes in the UK.

For further information please contact:
Claire Armitt
flannel communications
020 7754 5507

Published on: 12:00AM on 10th March 2008