T-Commerce - Revolutionizing the Omni-Channel Experience!
By Alicia Miller, CX Sales Consultant, Commerce on Aug 12, 2013
After months and months of watching my favorite host on my favorite guilty-pleasure television show give away the 100th Mazel sweatshirt, I finally decided I HAD to have one of my own! So, off I went to find my iPad to buy my own Mazel sweatshirt. As I placed my order through Delivery Agent’s Commerce platform, I was made aware that I had just experienced “The Next Generation of Commerce.” I actually hadn't, but it intrigued me enough to want to learn more!
I received my sweatshirt and fell in love! It really is as soft as the host and his celebrity guests swear it is. Not only that, I get tons of compliments, comments, and sometimes cultish references to the Real Housewives. It made me think - I should have bought this the first time I saw it. Imagine if it were as simple as pressing "Buy" on my remote, as Delivery Agent wants me to believe it soon will be. Would it have taken me that long? Or, would the ease of purchasing capabilities and my human need for instant gratification have made me push that button a long time ago? How many more products would I buy if it were always that easy?
T-Commerce (TV commerce) had been missing from the omni-channel experience – until now.
The first T-Commerce enabled televisions have been developed!
- The [t-commerce] application is pre-loaded into 2012 and 2013 Samsung Smart TVs. The platform offered by Delivery Agent is able to map over 1MM products to a given show, episode, network, ad, character or scene, and make them available for sale across hundreds of shows.
- Samsung is the #1 brand of televisions.
- North America is predicted to have a total of nearly 136 million “TV households” by the end of this year.
Imagine the possibilities! The typical process to purchase something you see on a television commercial, for example, is to use another device to go online and visit that brand’s page, usually to only then be redirected to a retailer's site. How much time and effort did that consumer expend just to buy a brand's product? Imagine if, instead, you simply hit a button on your remote and buy a product - without ever having to leave the comfort of your couch or transition to another device! Imagine the increase in conversion rates those brands will realize! Imagine the innovation in Customer Experience those brands will be recognized for!
American Express has also entered the T-Commerce space!
- For years, marketers have dreamed of viewers who could buy products as TV shows are airing. As a viewer, I've imagined what it would be like to be able to buy a dress one of my favorite characters is wearing.
- American Express has been trying to make those visions come to life, partnering with Fox and NBC Universal.
- "As viewer habits change and technology continues to evolve, and scale gets more elusive, context and impact mean everything," - Linda Yaccarino, president of NBC Universal.
Consider this untapped channel and the huge potential that exists! Let’s examine the Kardashians as an example. They are a brand in and of themselves and they also have a TV show. Imagine the revenue that the Kardashians could generate! As their TV show is playing out, they are now able to naturally and easily position their products. Imagine the cross-brand selling potential for the phones they use, the cars they drive, and the clothes they wear! The marketing and selling potential is tremendous, especially considering that, if executed correctly, this is a subtle selling channel, driven by the customer.
So, let us not forget this very important channel. Be aware - T-Commerce is no longer missing from the omni-channel experience.