case study: qvc's in the kitchen with david mobile app

The New Group: Case StudyQVC’s In the Kitchen with David iPhone AppBringing personalities and transactional functionality to the mobile space

January 2011

Case Study: QVC’s In the Kitchen with David AppWhat was the client’s challenge?

QVC’s wish list of functionality included: • Allow customers to search for and order

products featured on the shows.• Provide access to QVC’s live TV programming.• Access and follow David’s many recipes.• Give fans a more engaging sense of David’s

personality and his show.

QVC decided to launch with an app supporting one of its most popular shows featuring its favorite foodie, David Venable:

In the Kitchen with David

“Get a number of brand- and property-specific iPhone apps into market as soon as possible to test the viability of the platform for QVC.”

Speed to market was the priority, so The New Group’s mobile team developed a project plan to deliver the app within 90 days of kickoff. TNG was responsible for: • Insight gathering and strategic direction• Creative execution• Technical development

Step One: We conducted an in-depth discovery process with key stakeholders from QVC’s IT department, new media team, sales and marketing teams, and In The Kitchen with David creative team.

Step Two: We brainstormed concepts and creative ideas.

Step Three: We leveraged mobile functionality from QVC’s flagship app and then developed a library of new functionality that could be used across future iPhone applications.

Step Four: We guided QVC through the Apple app store submission process to ensure quick acceptance.

Case Study: QVC’s In the Kitchen with David AppWhat did we do about it?

Our rapid deployment process:

As of December 29, 2010, the In the Kitchen with David app has received an average rating of 4.5 stars out of 5, and rave reviews from QVC’s customers. Of the current 35 ratings, 24 are 5-star ratings.

Selected comments: • “Love it!!! This app is awesome!!!” • “:) Another hit from QVC!!“• “Awesome!! I love David’s show and already Love this app!” • “Finally! This app is great from the get go! Finally a more convenient place for

David’s recipes! Looking forward to using this, not to mention the quick access to live QVC!”

Case Study: QVC’s In the Kitchen with David AppWhat are the results?

The New Group4505 SW Kelly, Ave.Portland, OR 97239

Contact: Steve Marshall, PresidentSteven.marshall@thenewgroup.com