QVC assigns CRM business

LONDON - Home-shopping channel QVC has hired direct marketing agency Stephens Francis Whitson to handle customer relationship marketing as it strives to increase repeat purchase and customer loyalty.

The channel broadcasts for 17 hours a day to 5.4m viewers across cable, satellite and digital terrestrial platforms.

Consumers can make purchases over the phone or online The channel also operates a red-button service, called QVC Active.

Last year, the retailer went through a major rebrand in the US. The revamp employed stars such as comedy actress Whoopi Goldberg, who launched her own line of bedding through QVC and frequently made appearances on the channel to promote it.

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