Home-shopping giant QVC is becoming one of the most powerful forces in retail. Here's the secret to its surprising success.
By Elizabeth Esfahani
September 1, 2005
(Business 2.0) – She's one of the sweetest ladies you'll ever meet," announces QVC host David Venable. "Bea Toms, let's start with your signature ham biscuits." Hailing from the Virginia foothills of the Blue Ridge Mountains, Toms is one of 10 new merchants selected by QVC for "Decade of Discoveries," a two-hour special broadcast live from Philadelphia's Franklin Institute museum. Forced to leave home at age 13, she began her culinary career by earning her keep on a Maryland dairy farm. After 50 years as a caterer, the 91-year-old great-great-grandmother finally decided to share her gastronomic secrets with the world and penned Recipes From a Country Cook. Her QVC-fanatic daughter persuaded her to bring the book to one of the network's nationwide product searches.
As Toms discusses her applesauce bread, Venable cuts in. "Bea," he says, "we're almost sold out." Toms's jaw drops. "No!" she says incredulously. "In fact," Venable continues, "we are sold out." Toms shrieks in amazement. "That's wonderful," she says, as tears begin to well in her eyes. Her entire inventory--1,413 books--is gone. More precisely, she has done $37,535 in sales in three and a half minutes.
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