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QVC unveils latest shopping channel


Home shopping retailer QVC is going to enter consumer homes via a new device.

QVC is launching an app for Apple TV. Customers will be able to make purchases directly through Apple TV with a click of the remote, as well as search for products. QVC for Apple TV will be available in the U.S. immediately upon the release of the Apple TV, with the U.K. and Germany to follow in the coming weeks.

“As consumers continue to view television programming in new and diverse ways, we are excited to leverage the video and commerce capabilities of Apple’s TvOS to help our customers further engage with the QVC community,” said Alex Miller, senior VP, digital commerce at QVC. “This new offering demonstrates our ongoing commitment to bringing the QVC experience to life on today’s most innovative platforms.”

For a streamlined purchasing experience, a “speed buy” button shown directly on screen during programming will allow registered customers to instantly view product details and purchase the item being showcased with one click or tap of their finger, without having to enter their credit card and shipping information. Customers can also browse through the product carousel at the bottom of the screen to view additional details and purchase items previously featured on-air.

After downloading the QVC app from the App Store for Apple TV, QVC customers will be able to view live programming on QVC, as well as QVC Plus, the retailer’s second broadcast channel in the U.S.

QVC is an established fan of iOS as a digital commerce platform. Earlier this year, QVC introduced the QVC for Apple Watch app concurrently with Apple Watch availability. In 2014, QVC introduced Apple’s Touch ID sensor technology on the QVC app for iPhone, giving customers the option to log in to their QVC accounts with the tap of a finger. QVC also introduced new second screen features on its QVC app for iPad, enabling live broadcast viewing in the app and synchronizing product display in the app with the item being shown on air.

So far, mostly smaller digital retailers like Gilt have publicly announced they will offer Apple TV apps. The participation of a major omnichannel retail presence like QVC signals that Apple TV has a real chance to become a mainstream commerce channel.

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