Background and business issues
QVC (Quality, Value, Convenience) is a U.S. television network and multinational corporation owned by Liberty Interactive that specializes in televised home shopping, supported by a B2C e-commerce website. QVC broadcasts to about 235 million households in six countries, and has annual revenues of around US$8.6 billion.
With landing page categories on its website such as New Arrivals, HotPicks! Plus, Limited-Time
Offers and Lunchtime Specials, it’s easy to see that QVC’s rapid-fire retail model can’t afford a lag between what marketers and merchandisers want to do, and getting it done.
In 2012, QVC realized it needed a new agile e-commerce platform that marketers and merchandisers could dynamically update and change without having to engage the organization’s IT department. It needed the means to reduce from days to hours – or even to minutes – the time it took to customize e-shopping experiences (e.g. create new landing pages, spotlight products and change limited-time special offers).
In addition, QVC wanted the ability to maintain multiple search and merchandising strategies to best meet shoppers’ needs.
The solution: Endeca Page Builder
A referral led QVC to RealDecoy.
After engaging in an onsite discovery session with QVC’s business and technical teams, both parties agreed that the best option for the retailer was a migration to Endeca Page Builder. This stalwart platform has since been succeeded by Oracle Commerce Experience Manager, part of the Oracle Commerce suite.
Why didn’t RealDecoy and QVC opt instead for Oracle Commerce Experience Manager? It was summer of 2012, and the first incarnation of Oracle Commerce Experience Manager was just about to hit the market. But no first release of a new software platform is without its break-in period of glitches and bug fixes. At the time, Endeca Page Builder was the proven platform.
The RealDecoy team prides itself on collaborating with clients over the long term to achieve the best business outcomes. As part of its Endeca Page Builder implementation with QVC, RealDecoy handled the essential task of search tuning and developed complete documentationto empower QVC’s technical and business users RealDecoy didn’t just give the QVC teams a basket of fish, it taught them how to fish, with a crawl-walk-and-then-run model that made the implementation and migration from QVC’s previous platform as painless as possible.
The deployment included the development, testing and delivery of 10 Endeca Page Builder standard cartridges. These included:
- Search Box
- Spell Correction (Auto-Correct and DYM [Did you mean])
- Breadcrumbs, in which search results are displayed with the string of actions that were taken by the shopper to customize their search.
- Results List
- Type Ahead
- Record Spotlight (Three Records)
- Record Spotlight (Single Record + Image)
- Content Spotlighting
RealDecoy also customized seven additional Endeca Page Builder cartridges related to navigation and search in support of QVC’s stated business goals and objectives.
Two years later, the QVC business and technical teams are sure hands at the helm of Endeca Page Builder. Thanks to the ongoing support of RealDecoy, there is a clear migration path to upgrade to the most current version of Oracle Commerce Experience Manager and any of the other e-commerce tools available as part of Oracle Commerce, when and if QVC decides it is time to make that change.
QVC’s business team has gained the granular control it needed to quicken and streamline process workflows, and reduce its reliance on the IT department. Less time and fewer resources are tied up in manual configuration, and marketers and merchandisers can quickly update experiences.
Thanks to the investments of the past two years, a clear migration path has been established from Endeca Page Builder to the most current aspects of Oracle Commerce. With the help of RealDecoy, QVC has the agility to stay ahead of a rapidly changing retail environment.