More experiential shopping on TV - QVC sets new standards with virtual reality

QVC is the first omnichannel retailer with a TV sales platform to utilise virtual reality. The Düsseldorf-based retailer is thus taking the shopping experience for its customers to a new level and setting new standards in distance selling via TV. After almost a year of preparation, QVC has now gone live with virtual sets.

"With just one click, we can take our customers into other worlds and create inspiring experiences," says Silvia el Sheikh, Director Broadcasting QVC Germany, summarising the possibilities of an artificially created reality thanks to computer simulation. With up to four live hours a day from the virtual set, the company supports its broadcasting operations as a digital pioneer.

The new technology was used live for the first time on Friday, 28 August at 12 noon. The international QVC 'Broadcast Experience' team, led by Silvia el Sheikh, worked with external service providers for almost a year to create the ideal computer-generated simulation for a true-to-life presentation of the products. To this end, a new virtual reality studio was set up in the QVC studio in Düsseldorf on an area measuring seven by seven metres. The presenters and product experts now act live in front of a green screen in changing virtual worlds. "We can use the technology to simulate different living spaces, for example, in which a product is placed directly in the right place," explains Silvia el Sheikh.

Pioneering work: Unique in Europe

QVC is doing pioneering work with the use of virtual reality, as no omnichannel company in Europe has used this technology live on TV to date. "The project is a major challenge for the QVC team, because every step of the process is learning by doing," says Silvia el Sheikh, summarising the past months of training and testing. At the start, three computer-generated sets were realised, which, with a completely new look in a modern design, ensure a varied and inspiring TV experience for the viewer: the virtual living room with loft character, for example, lends spatial depth and atmosphere. The imaginary wellness spa for beauty shows conveys relaxation. Jewellery now has the perfect setting for presentation in the high-quality ambience of a jeweller's boutique.

Pilot project with potential

Virtual reality is being launched as a pilot project at QVC Germany. "The plan is to use this technology in QVC's UK and Italian markets as well. That's why all the requirements of the other countries had to be taken into account during the technical planning," says Ralf Kempmann, Manager Broadcast Engineering QVC Germany, explaining the cross-border dimension of the project. Flexibility, efficiency and time savings are further reasons why the omnichannel company is now relying on virtual reality.

In addition to sharing the sets internationally, the technology also impresses with its versatility in set design. It is now possible to react quickly to trends with new looks. In addition, long and time-consuming manual assembly and dismantling work is a thing of the past, as is space-intensive storage.

Source: QVC