About us. Obituaries Homes Jobs Classifieds. Careers Advertise Legal Contact. Log in. Qurate, which also owns online retailer Zulily as well as catalog mailers Frontgate and Garnet Hill and other retail brands, has transitioned from selling mostly on TV to becoming a large e-commerce player.
Rawlinson has a mandate to continue that evolution. The company is facing steeper competition coming out of the Covid pandemic as more retailers launch live-streaming platforms.
Rawlinson said. Like other retailers, Qurate has bounced back from the depths of the pandemic. Rawlinson earned a B. A from Harvard University. So I set out to find the right people. Another was running a little business we owned called Gifts. I knew we needed to increase engagement for all employees below the executive level as well. I wanted people to be proud of where they worked. I hired a consultant to conduct employee engagement surveys; suffice it to say the scores were subpar.
I decided that within the next year I wanted to raise them by five points. I had to make some quick decisions: embrace the evangelists, get rid of the blockers, and let the rest of the people know they had a finite amount of time to get on the wagon.
I also tried to change the physical environment to help drive the cultural change. One of the first weeks I was there, I brought in Dumpsters and told everyone to take a day off from their regular work and just throw things away—we had all this furniture and stuff that was broken or dirty or just clutter. Then I had all the buildings pressure-washed and painted white. This was my way of getting rid of graffiti. Next I looked around and realized that we had 40 different kinds of office chairs, many of which were in disrepair.
So I bought several thousand Herman Miller Aeron chairs. Office chairs are an easy way to let people know you care about them. I must have received e-mails about the chairs the first day they were there. People really want a nice environment to work in, and things like that make a difference. When the consultants surveyed employees a year later, our engagement scores had increased to 73—almost 10 points higher than the industry norm and higher than the consulting firm had ever imagined possible.
While all this was going on, I was also working to reposition HSN as a brand. I brought in brand strategy consultants to learn about consumer perceptions of the network. I started at HSN in May of , and by October we had rolled out a new brand image, a new tagline, a new vision statement, a new customer manifesto, and new advertising. I made it clear that I had zero intention of chasing QVC and that we were going to set a completely new path for HSN—one that would create a new lifestyle experience for consumers.
Once we had decided on a new positioning for the brand, we had to adjust the product mix. At the same time, we worked hard to lure new brands and new personalities to sell products.
I signed a two-year deal with Sephora in the beauty category. We expanded our culinary lineup by adding Emeril Lagasse and Todd English. Securities and Exchange Commission. In light of these risks and uncertainties, any forward-looking statements may not prove to be accurate. All written or oral forward-looking statements that are made or attributable to us are expressly qualified in their entirety by this cautionary notice. Accordingly, you should not place undue reliance on any forward-looking statements, which only reflect the views of HSNi management as of the date of this press release.
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January 28, Go from workout to weekend in the ultra-versatile athleisure collection from author and former pro boxer, Laila Ali.
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