Pieces from Lacoste’s latest collection will be shoppable via television ads aired during the French Open on NBC Universal this year.
Anyone watching any of star player Novak Djokovic’s matches, will be alerted by NBC Universal to hold their phone cameras up to the screen to capture the “On-Air Shoppable Moment”. By scanning a QR code, Lacoste’s website will then pop up, giving them the option to buy products.
The outfits that Djokovic will wear for his matches will also be available for purchase alongside other pieces from the collection. The first shoppable match will air this Saturday, June 1.
Shoppable TV is expected to roll out in a few months on a number of the television network’s other channels, including NBC, NBC Sports, Bravo, E! and Telemundo. NBCU already tested a prototype of the new technology during a broadcast of morning show TODAY, which earned around 50,000 scans in five minutes, according to AdWeek.
The shoppable TV experience opens up a new opportunity for brands that otherwise wouldn’t see value in traditional TV ads. “By pairing brands with our premium content, owning every stage of the purchase funnel and removing the barriers consumers traditionally encounter between seeing a product and making a purchase, we’re giving marketers a direct sales channel to millions of viewers across the country,” explained NBCU’s executive vice president, Josh Feldman.
Shoppable ads are already a trend for retailers in the digital space. Walmart-owned streaming service Vudu will be launching new interactive shows later this year with ads that allow viewers to purchase the featured products through a pop-up window. Last year, British Ted Baker published an online short film featuring the latest collections of the company, and all the clothing items had a clickable icon.
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