Food Entrepreneur - March 2, 2021 - 13

R
an understanding of which product
attributes resonate most with consumers based on spikes in sales during the
broadcast. Demonstrating the versatility of the product as a base for hummus,
soup or a Bloody Mary cocktail, for
example, is a hit among viewers.
" It's a really unique audience, and
it's a giant one, " Mr. Suzuka said. " It's
one that can really impact your business
from multiple angles. I started to realize
that the more and more shows I got
into, how it can really change the course
and help open up new opportunities
that weren't available before. "
Core customers of the networks are
women ages 35 to 64. Shoppers making
20 purchases or more a year represent
nearly 70% of annual sales, according
to Qurate Retail Group. The highly engaged audience, what the company calls
its " best customers, " visits the company's websites 33 times a month, views
its television programming 19 days a
March 2, 2021

038_FBN_March2_21.indd 39

How to get on QVC

eady for your close-up? Rob Robillard,
senior vice president of merchandising home, culinary, electronics and
merchandising operations for Qurate Retail
Group, explained how brands are selected
to appear on QVC and HSN.
Food Entrepreneur: How can brands
land airtime on QVC?
Mr. Robillard: We have a long and
storied history of launching and fostering
the growth of some of today's most successful brands over the years, and we identify
brands through multiple avenues, including
trade shows, pitch events, and through
direct product submissions. We have also
conducted multiple on-the-road tours and
online searches to find new, relevant and
exciting brands to bring to our customers -
and these efforts are ongoing.
Do entrepreneurs need to work
with a sales broker to appear on QVC?
Mr. Robillard: In addition to the numerous avenues an entrepreneur/vendor
can submit their product for consideration,
vendor reps are also another resource
where brands are introduced to QVC. Experienced vendor reps are familiar with the

QVC business model and can act as advisers
to smaller brands, helping them navigate
the details for a successful launch or on-air
appearance. Some of these entrepreneurial
brands are just getting started and with
limited capacity, vendor reps are an important resource for them.
Do founders need to audition or
pass a test in order to be featured on a
broadcast?
Mr. Robillard: If the founder of the
brand/product will be the on-air guest, QVC
does require that they attend our Guest
Excellence training program, which will
help set them up for a successful on-air
appearance. QVC also has a very robust onboarding and mentoring program available
to our new vendors and up-and-coming
entrepreneurs, frequently tapping into the
existing vendor community's expertise as
a resource. QVC's vendor community will
often share their insights, answer questions, and even coach new vendors on live,
authentic product storytelling.
Do brands pay fees to appear on QVC?
Mr. Robillard: QVC and HSN do not
sell airtime. ▪

Food Business News

QVC

39

2/26/2021 11:34:46 AM



Food Entrepreneur - March 2, 2021

Table of Contents for the Digital Edition of Food Entrepreneur - March 2, 2021

Food Entrepreneur - March 2, 2021 - 1
Food Entrepreneur - March 2, 2021 - 2
Food Entrepreneur - March 2, 2021 - 3
Food Entrepreneur - March 2, 2021 - 4
Food Entrepreneur - March 2, 2021 - 5
Food Entrepreneur - March 2, 2021 - 6
Food Entrepreneur - March 2, 2021 - 7
Food Entrepreneur - March 2, 2021 - 8
Food Entrepreneur - March 2, 2021 - 9
Food Entrepreneur - March 2, 2021 - 10
Food Entrepreneur - March 2, 2021 - 11
Food Entrepreneur - March 2, 2021 - 12
Food Entrepreneur - March 2, 2021 - 13
Food Entrepreneur - March 2, 2021 - 14
Food Entrepreneur - March 2, 2021 - 15
Food Entrepreneur - March 2, 2021 - 16
Food Entrepreneur - March 2, 2021 - 17
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-may-10-2022
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-february-15-2021
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-october-12-2021
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-august-17-2021
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-june-22-2021
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-may-11-2021
https://www.nxtbook.com/sosland/fbn_fe/food-entrepreneur-march-3-2021
https://www.nxtbook.com/sosland/fbn_fe/2021_01_05
https://www.nxtbook.com/sosland/fbn_fe/2020_12_08
https://www.nxtbook.com/sosland/fbn_fe/2020_09_15
https://www.nxtbook.com/sosland/fbn_fe/2020_06_23
https://www.nxtbook.com/sosland/fbn_fe/2020_05_12
https://www.nxtbook.com/sosland/fbn_fe/2020_03_03
https://www.nxtbook.com/sosland/fbn_fe/2020_01_07
https://www.nxtbookmedia.com