Shop Talk: TV Commerce Ready to Take Home Shopping to New Heights

摘要

With the pandemic keeping more people at home and a growing number of traditional brick-and-mortar stores closing their doors, TV commerce has a golden opportunity. "COVID has forced this upon us-all the things I know that I personally didn't do as far as shopping is concerned. I didn't use DoorDash pre-COVID and now I use Door- Dash all the time. Now, I have that comfort level with it," Josh Feldman, NBCUniversal evp/head of marketing and advertising creative, said during a panel at TVOT Live's virtual conference Thursday. That same level of comfortability can now be applied with other new actions, such as talking into a TV remote to shop or using the camera on your phone to make a purchase, he said. Panelists agreed that mobile and voice are the next big frontiers for TV commerce, which they suggested renaming "screen commerce" since companies like Snapchat are rolling out things like the Sally Hansen Nail Polish Lens that lets user virtually select polish, see how it looks on their hands and buy it.