ITV is to launch a shoppable TV, allowing viewers to discover and shop items from its programmes directly on screen. The interactive shoppable TV service is the first of its kind to be trialled in the UK following other successes in the US.
It will use AI technology built directly into LG TV sets developed in the UK by The Take, which is a contextual product discovery company. The service identifies and tags featured products during programmes and notifies viewers that products on-screen are available. If a viewer is interested, they can select a ‘view more’ option and make a purchase with their remote or send a link to their phone.
Using the on-screen interface, viewers can scroll through products, which will refresh when a different product or character is shown during a programme. Additionally, users can choose to view all products available from the episode of the show that they’re watching.
Bhavit Chandrani, ITV Director Digital and Creative Partnerships, said: “This is a unique commercial opportunity and the next natural step in what we can offer to brands”
Launching initially in Love Island, with Boots working closely as the first partners to trial this technology. ITV plans to roll out the service on other programmes across different genres throughout the rest of 2021.
Paul Ridsadle, ITV Acting Chief Marketing Officer, said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TV’s, filling a real gap currently in the market. We know ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that smoother and easier than before.”
Pete Markey, Chief Marketing Officer, Boots UK added: “We are very excited to be partnering with ITV and TheTake on the new and innovative opportunity. Launching shoppable TV as part of our wider partnership with Love Island is a great way to help customers easily shop the products they spot in the villa and recreate iconic islanders looks from the show. It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”
