QVC Success Story

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I Spy helps leading retailer QVC in optimising the entire customer journey to significantly improve ROI.

QVC are one the UK’s leading retailers with their own TV channel and website. Their paid search account has been under I Spy management since January 2007.

Aim:

Key objectives used to quantify the campaign were as follows:

• YOY revenue increases.
• Find new ways in gaining new users
• Increase paid search spend with incremental sales
• Manage ad copy and keywords so that all QVC products were visible on the three major search engines
• Provide a dynamic paid search account to support QVC events, offers and personalities
• Integrate other forms of digital advertising with the paid search campaign
• Provide comprehensive reporting with actionable insights
• Understand the QVC user’s customer journey

Strategy:

I Spy Marketing used the following steps to ensure that the all client aims were met:

• Create dynamic, well structured and efficient paid search account
• Use the large paid search traffic base to retarget all QVC users around display networks
• Optimise paid search campaigns based upon high ROI products
• Integrate the QVC blog products and personalities with the paid search activity
• Analyse click path analysis to justify generic bidding through evenly weighted revenue reports

Actions:

• Align QVC calendar and events with dynamic keyword insertion, day partying and ad scheduling
• Run display activity across two different networks. The QVC users were tracked after visiting the site with cookies. They could then be retargeted across the networks with dynamic behavioural display ads based upon their previous activity on the QVC site
• Bespoke pixel implementation allowed QVC to separate the existing with new users from the retargeting network
• Awareness of the Lauren Luke make up products were driven through paid search to the QVC blog. After the initial buzz was stirred with QVC members, the paid search ads then directed traffic directly to the products sales page

‘I Spy achieved £41 for every £1 spent on Paid Search.’

Paid Search Results:

• 37% Year on Year Q1 increase in revenue.
• 33% Year on Year increase in QVC new users.

QVC & I Spy

• Regular updates, by phone and email create a streamline of communication between the account teams and QVC
• Weekly and monthly reports with scheduled meetings to discuss results, planning and strategy are the best way to work well together
• Regular updates, automated product feeds and sharing media schedules are the foundation for integrating digital advertising with the wider marketing mix

“I Spy have managed QVC’s paid search campaign for over four years.
In times of economic downturn, QVC’s paid search account has continuously driven fantastic ROI and acted as a pivotal digital platform for the profitability of the company.”
Paul Turner, Senior Marketing Manager, QVC UK