Business Opportunity:

2015 saw a huge explosion in the Plus Size Apparel industry. QVC has always been a leader in this category, offering every single apparel item in sizes XS – 3X. And, unlike our competitors, we don’t charge extra for the larger sizes.

Knowing our advantage, QVC’s Merchandising team turned to us to help define a roadmap to grow the category.

In just 3 months we defined a 4-year strategy to grow the business from where it is today to a point where we can gain new customers across many age groups.

• Plus Size Customer Experience Map:

Building and creating this experience map was truly a cross functional team’s effort from Consumer Insights, UX & product management, Business commerce, Creative, merchandizing, eCommerce, marketing, fashion & technical design, eMarketing, talent services/social, category production, content production.

Some of activities/outputs were followings:

  1. Two focus groups + Voice of Customer
  2. Stakeholder interviews
  3. Inventory of touchpoints and channels
  4. multiple scenarios

We synthesized these data to this visual map.

Customer_Journey_Map.jpg

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• Plus Size Strategic Roadmap

plus_size_inside

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