When some were questioning TV’s power, Campbell saw an opportunity for growth as she continually expanded QVC’s programming and worked to translate the brand across all platforms. Her forward-thinking approach allowed her to recognize the need for a stronger strategic alignment between the company’s IT and Commerce Platforms teams. This relationship led to the accelerated development and deployment of new platforms, including QVC’s Apple Watch and Apple TV apps. Campbell predicts multiscreen will continue to blur the lines, and therefore she is “focusing on not only identifying the right content for the right customers across channels, but also driving engagement and loyalty.”
What does the multiscreen experience look like in 3 years?
Consumer engagement with technology will continue to blur as devices become more and more interconnected. As a result, we are focusing on not only identifying the right content for the right customers across channels, but also driving engagement and loyalty. Also, we are exploring new ways to revolutionize the customer experience by investing in personalization across platforms.
How do you keep yourself and your team engaged and informed on the changing multiscreen universe?
The pace of technology and how customers consume content and interact with brands is vastly different than it was 10 years ago. In order for QVC to remain competitive in this rapidly evolving landscape, we saw the need to create better strategic alignment between our IT and Commerce Platforms teams. This partnership has led to the accelerated development and deployment of some of our newest customer engagement platforms including our app for Apple TV®.
What are your 3 go-to apps?
One of my favorites is the QVC for iPad app. It offers a rich second screen experience where you can explore, watch, and shop. I like zulily’s app for discovering new products every day. I also have fun using Snapchat to keep in touch with my 12-year-old daughter throughout the day.