Boots UK onboard as ITV preps Shoppable TV launch

ITV is set to unveil Shoppable TV, enabling viewers to search and shop for show products from their sofa.

This will launch during an episode of Love Island on ITV2.

Viewers can initiate the shopping interface by using their LG remote but must actively opt-in to receive the notifications and use the service.

Built around an AI solution developed by The Take, the service taps retail tech included within all 2021 LG TV sets (as well as 2019-2020 models via a software update) to identify and tag featured products as they appear, notifying the viewer as it does so.

If a viewer is interested, they can select to view more info with their remote and make a purchase via the vendor’s site or a link sent to their phone.

They can also scroll through products, which will refresh when different products and characters are shown during a programme. Additionally, users can choose to view all products available from the episode of the show that they’re watching.

Paul Ridsdale, ITV, Acting Chief Marketing Officer, says: “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.”

Boots UK

Boots UK has been confirmed as the official launch partner.

So, will heads be turned? #LoveIsland pic.twitter.com/ospFiNwPv7
— Boots (@BootsUK) July 5, 2021

Pete Markey, Chief Marketing Officer, Boots UK, comments: “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.

ITV plans to roll-out the service on other programmes across different genres throughout the rest of 2021. The Take technology is already live in the USA on 2021, 2020, and 2019 LG TVs.