Consumers are engaging across multiple devices, even for passive activities like watching films, opening new opportunities for brands offering seamless shopping experiences. In an interview, Evan Bregman, general manager of streaming at Tastemade, discussed how the company leverages this trend through a shoppable TV partnership with Shopsense AI. This initiative enables viewers to interact with the content they watch and make purchases seamlessly.
Other media companies have also explored shoppable content in recent years. For example, several networks have integrated shopping features into their apps, allowing viewers to purchase items featured in their shows. These initiatives, however, often lacked the intuitive and seamless experience that Tastemade and Shopsense AI now offer. Comparatively, past attempts at shoppable TV did not fully capitalize on the interactivity potential of modern connected devices.
This latest effort by Tastemade focuses on homeware products, setting it apart from previous ventures that often centered on fashion or electronics. The series “Kitchen Glow Up” introduces shoppable content related to kitchen and pantry products, with new items added weekly. This integration reflects a broader trend of embedding commerce into various aspects of consumers’ daily lives.
Enhanced Interactivity
Bregman emphasized that there is no longer a purely passive viewing experience. Viewers interact with secondary screens even while watching TV. This behavior presents an opportunity for increased interactivity, which Tastemade capitalizes on by including QR codes for recipes in their cooking shows. This approach has proven effective in engaging viewers and connecting them to commerce.
Research by PYMNTS Intelligence supports this shift, showing that 76% of surveyed U.S. consumers used connected devices during leisure activities in the past month. Additionally, one-third of consumers owning connected devices expressed interest in shoppable media experiences. This data underscores the growing acceptance and potential of interactive, shoppable content.
Strategic Adaptation
Tastemade has always focused on creating relatable, actionable content for at-home viewers rather than aspirational shows. This strategy aligns well with their shoppable TV initiative, which aims to inspire consumers to engage with and purchase products. The partnership with Shopsense AI is a natural extension of Tastemade’s content strategy, emphasizing practicality and interactivity.
The new series “Kitchen Glow Up” epitomizes this approach, featuring shoppable homeware products integral to everyday life. By embedding commerce into their content, Tastemade and Shopsense AI offer consumers a seamless and convenient shopping experience, effectively merging entertainment with practical purchasing options.
Key Insights
- Consumers increasingly use multiple devices, even during passive activities.
- Interactive, shoppable content boosts viewer engagement and commerce opportunities.
- Tastemade’s approach focuses on relatable and actionable content for at-home viewers.
Tastemade’s partnership with Shopsense AI highlights a growing trend of integrating commerce into everyday activities. This initiative not only capitalizes on consumer behavior but also sets a benchmark for how media companies can leverage interactivity to drive sales. The focus on homeware and practical, relatable content differentiates Tastemade’s strategy from others that may aim for more aspirational content. By introducing shoppable TV features, Tastemade is at the forefront of the evolving landscape of digital commerce and media consumption. This strategy aligns with broader industry trends and consumer preferences, indicating a promising future for shoppable media.
