ITV to trial shoppable TV with Love Island and Boots

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ITV has partnered with Boots to launch its first foray into shoppable television, starting with reality show Love Island.

shopptv

The first-of-its-kind service will allow viewers to buy products directly from the television screen.

It uses AI technology built into LG TV sets that identifies and tags products during programmes and notifies shoppers about what is available.

If a viewer is interested or wishes to buy, they can then select the product to view more information and purchase the item via Boots’ website or via a link sent to their phone.

The on-screen shopping interface will refresh as new characters and products appear in the programme. Viewers can also choose to see all products from the episode at once.

The technology is already built into LG 2021 TVs as standard and can be added as an update to those from 2020 and 2019.

ITV plans to roll out the format for other programmes later in the year and is in talks with other commercial partners.

ITV digital and creative partnerships director Bhavit Chandrani 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.”

Boots chief marketing officer Pete Markey added: “We are very excited to be partnering with ITV and [AI platform] TheTake on this 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. It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”