QVC launches second-screen site

Michelle Clancy | 01-10-2013

The QVC home shopping channel has launched its new social shopping platform, toGather, which brings together QVC's customers, personalities and brands as part of its second-screen strategy.

Users are given a daily stream of recommendations from people and brands they follow.

"toGather is another way we bring the magic of what we do every day on television to the digital space,” said Claire Watts, QVC US CEO. “It's an online destination where customers discover new products and are entertained with people they know and trust.”

She added: “Social shopping is all about building relationships, and QVC creates long-term relationships with customers like no other retailer. It's one more way we are changing the way the world shops, together with our customers."

US customers who interacted with one or more of QVC's social channels generated more than half a billion dollars in revenue in the 12 months ending June 2013.

On toGather, users can explore what products are trending in the community or set up their own personalised feed by following people and brands that share their sense of style. As a social shopping site, toGather has an integrated shopping cart, a full product catalogue and recommendations from the community.

"No one understands social shopping better than QVC," said Craig Donato, co-founder and former CEO of Oodle, who now serves as vice president of social for QVC. "Millions of customers tune in to QVC each day to be entertained and discover compelling new products from across the globe, and toGather brings that experience online. We're excited to continue to introduce new and engaging ways for QVC customers to connect with the brands, personalities and products that they love."