ITV Launching Shoppable Beauty TV with Boots

The technology is built directly into 2021 LG TV sets in the United Kingdom.
The technology is built directly into 2021 LG TV sets in the United Kingdom.

ITV is launching its shoppable TV, allowing viewers to shop items from its programs directly on screen. 

Previously: Consumers Return to Shopping In-stores

According to ITV, the interactive system uses AI technology from The Take, a contextual product discovery company. The technology is built directly into 2021 LG TV sets in the United Kingdom. It can be added via software update to 2019 and 2020 models. 

The shoppable TV identifies and tags featured products during programs and notifies viewers that products on-screen are available. Viewers then have the option to purchase the items from the vendor's site or a link sent to their phone. 

Boots will be the first partner to trial this new technology.

The software is initially launching in Love Island, but plans are in the works to roll-out the service on other programs throughout the rest of 2021. 

2020, 2021 and 2019 LG TVs in the United States already have the technology live.

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. Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programs.”

Paul Ridsdale, ITV, acting chief marketing officer, said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market. We know ITV viewers enjoy being able to purchase items featured in our programs and this makes doing that smoother and easier than ever before.”

Ty Cooper, CEO and co-founder of TheTake said: “We are thrilled to introduce our interactive product discovery platform to the UK market with premier partners in ITV and LG. We look forward to helping ITV viewers discover and engage with the products that inspire them on the programs that they love.”

Pete Markey, chief marketing officer, Boots U.K. comments: “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 islander looks from the show. It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”

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