ITV set to launch shoppable TV

ITV has announced it is preparing to launch shoppable TV, which will allow viewers to discover and purchase items from its programmes directly on screen.

This service is the first of its kind in the UK and is set to launch during Love Island on ITV2, with Boots UK as the first confirmed launch partner.

Using AI technology from The Take, a contextual product discovery company, the new service will identify and tag featured products during programmes, notifying viewers which products on-screen are available.

Bhavit Chandrani, ITV’s director of digital and creative partnerships, said: “This is a unique commercial opportunity and the next natural step in what we can offer to brands.

“Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programmes.”

Paul Ridsdale, ITV’s acting chief marketing officer, said: “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 programmes and this makes doing that smoother and easier than ever before.”

Pete Markey, the chief marketing officer for Boots UK, said: “We are very excited to be partnering with ITV and TheTake on the new and innovative opportunity.

“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.”

He added: “It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”