QVC partners with Selma Blair in accessible shopping initiative
QVC is teaming up with a Hollywood actress to promote its commitment to enhancing the accessibility of its end-to-end shopping experience.
The multiformat retailer is naming actress, author and disability advocate Selma Blair as its brand ambassador for accessibility. QVC is also launching a dedicated “accessible & adaptive” category that includes hundreds of products across fashion, home, electronics and beauty.
In addition, QVC is highlighting accessible products within each category and now offers a one-stop digital storefront for these products, with accessible navigation and options to filter by adaptive features.
QVC’s effort to provide an accessible shopping environment also includes "Accessible Living," an on-air show focused on essential home products designed to simplify everyday tasks and promote independent living. Across all video programming, QVC is demonstrating accessibility features of products more frequently, while also representing disability, aging, post-surgery and recovery, and caregiving in product presentations and photography.
Furthermore, the retailer is conducting a 360-degree review of all customer touchpoints, such as advertising, digital commerce platforms, and delivery processes, to increase accessibility. QVC is launching this effort as it undertakes a broader continued strategic initiative to expand the reach of its channels and streaming offering across new media and digital platforms, including over-the-top devices and services, shoppable apps, social media, digital over-the-air networks, mobile apps, and websites.
"We believe everyone deserves inclusive shopping experiences, services and products that make them feel seen, including the millions of Americans who are living with a disability; aging in place or in assisted living; recovering from a surgery, illness or injury; or supporting others as a caregiver," said Rachel Ungaro, general merchandising manager and VP of fashion merchandising for QVC. "Our goal is to meet each customer where they are in the arc of life and empower them to express their own unique style. We plan to expand our offerings in our Accessible & Adaptive category by attracting new brands to QVC, widening our relationships with existing vendors, and developing proprietary products and brands."
"When QVC approached me, I was so impressed and grateful that they were welcoming these conversations," said Blair. "One of the basic comforts of our life is being able to have fun shopping and to find things we find beautiful and useful. There is a more vibrant way to showcase these products, and I'm so excited to join QVC in exploring what is out there for all of us."
QVC reaches more than 200 million homes globally via its 12 broadcast networks and reaches millions more via multiple streaming services, websites, mobile apps and social pages. The retailer is part of Qurate Retail, whose brands also include HSN, Zulilyand the Cornerstone brands (collectively, "Qurate Retail Group), as well as other minority interests and green energy investments.