QVC has evolved into an ecommerce powerhouse, ranking as the No. 3 mobile retailer among mass merchants in the US. Campbell has a lot to do with that success. This year she continued to raise the bar both in leveraging TV, web, mobile, tablet and social—including a strong push on Facebook Live—and expanding the company’s TV programming. QVC now has three differentiated networks in the US and 14 worldwide providing shoppers with even more diversity and choice. Launched last October, multiplatform net Beauty iQ now reaches 40 million homes to date. “The ability to be discovered and use content and digital innovations to drive meaningful and inspiring experiences is more important than ever,” she says.
What industry topic do you think will dominate industry headlines in 2018 and why?
The pace of technology and how customers consume content and interact with brands is vastly different than it was 10 years ago. Customers are shaping the shopping experience—adopting technology more quickly and increasing their expectations. The ability to be discovered and use content and digital innovations to drive meaningful and inspiring experiences is more important than ever.
What is one way the industry can continue to evolve in ridding itself of gender discrimination?
As a female executive leader, being a role model and actively mentoring female associates can help make a difference in the lives of women. We have to lead the way—our actions, reactions and inactions are shaping the next generation of women leaders. We should seek to discover what motivates our mentees to translate their passions into roles, projects and success in the workplace.