T-Commerce Has Joined the Omni-Channel Experience!


Television viewing is an emotional experience. As we watch our favorite shows, we laugh, we become enamored with our favorite characters, and we are sometimes moved to tears. If you are like me, you even scream at the TV during football games. On February 2, 2014, during Super Bowl XLVIII, you’ll also start to do something that was not possible until now - buy what you see advertised on one of those infamous Super Bowl ads. Shopping is also an emotional experience, so it is a shrewd move to combine these experiences. 

The Customer Perspective 

Have you ever seen an ad on TV for a product that you can’t live without; only to search for it and  are unable to find it? Or, you loved the commercial, but you can’t recall the name of the product or the brand and get so frustrated with the searching experience that you give up? You would buy IF you could! Now imagine that you see that commercial on TV, and using your remote control, you buy immediately! No need to get up from the couch, no need to use another device, no need to think twice about your purchasing decision. Ah, instant gratification.

The Merchandiser Perspective

What if you could fulfill the desire for instant gratification that resides in all of your consumers? InStyle magazine helps its readers by dedicating a few pages of their magazine each month to showcasing items their readers have seen in ads but can’t find and buy themselves. Imagine if you could place the ability to buy in your consumers’ hands immediately? No need to use a middleman, no need to force your customers to find and use another device, no need for your customers to think twice about their purchasing decision. Ah, instant conversion. 

A Bloomberg article addresses instant gratification as a downfall in television advertising, “A commercial could be so entertaining that hours after it's viewed, its central plot or hook remain more memorable than the brand or product. T-commerce [television commerce] could help overcome this hurdle by eliminating the wait time between seeing the ad and deciding to buy the product” (Davidson, Kavitha A., Bloomberg, 01/07, 2014). 

A company called Delivery Agent has brought this technology to Samsung’s Smart TVs, making it all possible. "We started with the simple notion that consumers will want to buy products that they see while they're watching TV shows," says Delivery Agent Chief Executive Mike Fitzsimmons. 

H&M is at the forefront of this emerging channel and seizing the opportunity to take advantage of the enormous audience size the Super Bowl offers. H&M has also clearly recognized the power of instant gratification and will be the first retailer to extend the TV viewing experience to a seamless shopping experience. I anxiously await my first t-commerce experience, don’t you?


Learn More: 
Bloomberg:http://www.bloomberg.com/news/2014-01-07/take-david-beckham-s-shirt-with-your-remote.html
MarketWatch:http://www.marketwatch.com/story/delivery-agent-powers-the-first-shoppable-tv-commercial-bringing-t-commerce-to-life-at-ces-2014-2014-01-06
Reuters: http://www.reuters.com/article/2014/01/07/idUS359149055520140107
Delivery Agent:http://www.deliveryagent.com/
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