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Qurate looks to appeal to younger consumers via its new Sune app

This article was written with the assistance of ChatGPT.

The news: Qurate has launched Sune, a beta mobile app aimed at younger consumers, per Women’s Wear Daily.

  • The app presents users with a personalized video feed featuring a mix of live and on-demand content from brands such as Coach, Kate Spade, and Michael Kors.
  • As the parent company of QVC and HSN, Qurate has a wealth of knowledge about the types of video and livestream content that resonate with particular audiences.

An uphill climb: The biggest challenge facing Qurate is that only 12% of consumers ages 18 to 34 use livestreaming or video ecommerce regularly, and only another 16% have ever done so, per an October Insider Intelligence survey conducted by Bizrate Insights.

  • While that’s double the 6% share of all consumers who regularly use livestream ecommerce, a sizable percentage (73%) of young consumers have never shopped via livestream or video ecommerce.
  • That said, Qurate is hardly alone in attempting to find a formula that works. Fanatics Inc. plans to roll out Fanatics Live, a livestream shopping experience, in the US later this year, and companies such as Walmart and TalkShopLive are recruiting celebrities to attract livestream shopping viewers.

The big takeaway: It makes sense for Qurate to experiment with livestream and video content aimed at younger consumers. But cable TV is a very different medium from a mobile app and what works with HSN and QVC’s audiences may not resonate with younger consumers.

  • However, being an earlier mover may enable it to find the right formula.

Go further: Listen to the recent “Behind the Numbers: Reimagining Retail” podcast episode focused on livestreaming.