QVC is leveraging Apple’s fingerprint sensor Touch ID technology to allow for streamlined user log-in to its mobile application and faster payment methods.

Consumers will be able to enter the app and pay with the tap of a finger on all iOS 8-enabled smartphones, including the iPhone 5S, 6 and 6+. QVC continues to push its mobile strategy forward in other ways, including with an enhanced second-screen experience on its iPad app.

“We recognize that our customers have a growing preference to use their cell phones to browse and shop,” said Alex Miller, senior vice president of digital commerce at QVC, West Chester, PA. “We’ve also noted that the phone tends to be an ordering device and the tablet tends to be an exploratory experience.

“In keeping with these consumer behaviors, it’s important for us to offer functionalities and capabilities that make the mobile commerce experience and transaction relevant, easy and seamless.”

Modernized shopping
The Touch ID mobile feature will be rolled out on the QVC for iPhone app in the coming weeks, ahead of the anticipated holiday shopping rush.

While many other major brands, including Amazon and Lowe’s, are also leveraging Touch ID to help reduce mcommerce friction, using the sensor technology is a logical step for an ecommerce retailer functioning entirely on digital platforms (see story).

QVC claims that mobile is its fastest-growing platform, with 40 percent of its second-quarter worldwide ecommerce orders in 2014 coming from mobile alone.

After users complete the one-time information set up within the app, they can shop QVC’s inventory on their mobile device. Shipping, billing and payment information will automatically populate once their fingerprints are authenticated by the sensor.

Consumers will be able to add items to their shopping cart and check out in a matter of seconds, leading to a streamlined shopping experience that many customers will find valuable as the busy holiday season starts and bricks-and-mortar stories begin experiencing higher levels of customer traffic. Touch ID’s fast checkout may also lead to more impulse purchases, as users do not have to think about their purchases while waiting in line for several minutes.

“We believe that these enhancements will help drive increased viewership, engagement and revenue across platforms by delivering new features that make it more fun and engaging for consumers to browse, learn about new products, and make quick and easy purchases,” Mr. Miller said.

Enhancing second screen experience
QVC will also be leveraging its iPad application as a companion tool during on-air programming, providing an enhanced second-screen experience for customers. Users can click on the iPad app’s “Watch” feature and enjoy improved synchronization with the product being shown on television, quick access and facts about specific items on air and the ability to watch a live QVC broadcast without needing a cable subscription.

QVC believes the user-friendly enhancements will help inform consumer’s purchase decisions and offer ways of interacting with QVC via any preferred channel of communication.

Users will also be able to browse item information during broadcasts and access fun and interactive features such as reviews and images. The iPad app will ensure that products shown on QVC will reach a wider audience.

Both the iPhone and iPad apps are available to download for free.

“As a relationship-oriented business, delivering content that engages and resonates with our shoppers, and integrates seamlessly across touch points, is critical to forming an emotional connection between them, the QVC brand, and our active program hosts and vendors,” Mr. Miller said.

“The second screen enhancements we’ve unrolled provide the opportunity to deepen and extend these relationships by blending richer content with two-way interaction.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York