In episode 343 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brian Beitler, chief marketing officer of QVC U.S. and HSN, part of Qurate Retail Group. Listen in as Beitler discusses how QVC is incorporating new livestream shopping tools to enhance the customer experience, why he believes consumer adoption of livestream shopping is rising, and the keys to an effective livestream host. He shares the importance of building customer relationships through the stream host, customer expectations for livestream shopping, and how his team is creating awareness around new livestream events.
In addition, Beitler discusses how livestream is allowing QVC to branch out and work with smaller influencers and online sellers, and how the space can offer a trial run before moving brands onto its traditional live television network. He shares QVC's efforts to build brand communities through livestream shopping, how communities are fostered through other brand channels, and how he sees brand communities evolving in the future.
This episode was recorded live at Shoptalk 2022 in Las Vegas.
Brian Beitler was named chief marketing officer for QVC U.S. and HSN in August 2020. In this role, Brian leads all facets of customer acquisition and engagement across these retail brands to expand and engage their passionate customer community. With over 20 years of winning experience in marketing, business development and strategy, Brian has an eye for building brands, driving sales and profit growth, and cultivating long-term, high-value customer relationships. He joined QVC U.S. and HSN after most recently serving as J.Jill’s chief marketing and brand development officer for the women’s fashion brand. There, he was responsible for redefining and repositioning the brand, identifying new growth opportunities, and optimizing marketing investments to deliver improved sales performance and customer growth.
Prior to J.Jill, Brian held CMO roles at both Lane Bryant and Catherine’s, as well as David’s Bridal. Brian has also held strategic and senior marketing leadership roles at Kohl’s, Bath & Body Works, Toys R Us, and Mattel. Brian’s passion for marketing expands outside the office as he currently serves on the board of The Ad Club and the Global Retail Marketing Association, where he is currently serving as chairman of the board.