LG TV launches Shop Time app featuring QVC, HSN

Dive Brief:

LG on Monday introduced its Shop Time app, a free shopping platform available on LG Smart TVs made between 2016 and 2020.
Users can now purchase directly from retailers like QVC and HSN on the app. To incentivize consumers to use Shop Time, new HSN customers who create an account through the app can receive a $20 coupon toward their purchase of $40 or more until Nov. 30, LG said in its announcement.
Shop Time users can buy or save desired items from across various retailers. The platform also offers users tailored recommendations about other products that they may be interested in, the company said.

Dive Insight:

The Shop Time app stands alongside other streaming platforms available on LG Smart TVs like Disney+, Netflix, Hulu and Amazon Prime Video. For Qurate Retail Group, creating the app allowed the company to connect with LG's audience and explore the concept of purchasing through livestreams using smart TVs, David Apostolico, senior vice president of platform strategy, development and distribution for Qurate Retail Group, said in a statement.

QVC joins other companies in experimenting with shoppable content before and during the COVID-19 pandemic. In February 2019, the company rolled out a mobile app with shoppable content. Other companies, including TikTok, Google, Verishop, Instagram and NBCUniversal, have experimented with shoppable content, too.

As is true for other retailers, the COVID-19 pandemic pushed QVC and HSN to rethink their operations for consumer and employee safety reasons. Mike George, president and CEO of Qurate Retail Group, told Retail Dive in July that the company will focus on products that consumers will need as they shelter in place long term.

Both channels weren't the only companies shifting their strategy in response to the pandemic. Alibaba, which will livestream to consumers during its Global Shopping Festival, has introduced pre-sales shopping events that will showcase emerging and high-end brands.