Think QVC, and tat like tupperwares and ‘diamonique’ springs to mind. But it's a deceptive reputation, because QVC is regularly name-checked by fashion leaders like Vogue as a "fabulous" place to buy some hard-to-find brands. Great PR, but it did mean there were a lot of one-off customers.

So we gave QVC’s welcome DM and emails a complete image overhaul featuring high end, fashion-styled photography along with tips from the TV channel's own experts, resulting in a 41% response.