For Emily Cox, the past year has been focused on building trust and awareness among QVC customers. Much of the latter has been achieved online.
“In April we created a large feature on our website to celebrate the month’s birthstone, diamond,” Emily explains. “We introduced online-only diamond pieces and launched new lines on the web before they were shown on live TV, with an email sent to customers to direct them to the diamond page. As a result, our diamond sales on the web more than doubled.”
Recognising the value of a strong online presence, Emily notes that the initiative also allowed the team to promote the site more generally, with many customers moving on from the diamond page to explore the full QVC range. Encouraging more ecommerce has gone hand in hand with the other key focus area for Emily this year – customer confidence.
“Last year we introduced diamond grading on many of our pieces, and on new pieces over 0.25 carats, with independent testing undertaken by SafeGuard at the Birmingham Assay Office,” she says. “This is a great asset, which builds trust with customers looking to purchase these higher price point items. Using images of models wearing the diamonds also allows customers to see how the pieces fit.”
But Emily does not only set targets for herself at work. Pictured here in her home, she admits to spending a lot of time on Pinterest, looking for inspiration for her next household project – or snatching the occasional moment of relaxation in front of the television with her family and a glass of wine.