In Your Home or in Your Pocket - Creating a Great Retail Experience

I'm a huge fan of QVC (home shopping TV). They have taken their traditional in-home buying model mobile. They have opened up an entirely new revenue stream that targets a whole new demographic. And when those that traditionally only shop from the comforts of their home start migrating to mobile, QVC will be there with a fine tuned experience.

I recently discovered a very awesome yet dangerous mobile feature - text to purchase. By texting "ONAIR" to a 5 digit number I'll get the item currently on air shipped to me. This is the epitome of the "speed buy" transaction. QVC already knows how to bill me and where to send it.

QVC has made the investment in mobile and it will/has attracted a new set of customers that expect shopping on their terms when and where they have time to fit it in - when we are "snacking" on mobile.

Unlike the story of JC Penney, QVC has not forgotten their loyal customer base that helped get them where they are today. Rather they have used mobile as a compliment to and extension of the in-home shopping experience they are known for.

How will you use mobile to extend your brand, acquire new customers, while meeting the expectations of your loyal customers?