This month saw retailer Very.co.uk launch a click-to-buy sponsorship deal with Channel 5’s Celebrity Big Brother. Mark Curtis, chief client Officer at service design consultancy Fjord, says this collaboration is just a taste of where retail needs to go in the future to create a more holistic and immersive customer experience.
“Being able to see products on TV and then buy them at the click of a button makes the shopping experience easy and almost ‘on-demand’,” says Curtis. “Harnessing semantic metadata will let people buy things wherever they see them (in real life, on television) and as a result, shops will literally be everywhere as the online and offline retail environments continue to merge.”
“Very’s ‘click-to-buy’ partnership with Channel 5 is an example of virtual shops crossing media boundaries. In coming years, we’ll see this happen more in the “real” world, for example, with social network ratings integrated onto clothing hangers,” he concluded.
The collaboration between Channel 5 and Very.co.uk to sell products via Celebrity Big Brother is just a taste of where retail needs to go in the future to create a more holistic and immersive customer experience.
Being able to see products on TV and then buy them at the click of a button makes the shopping experience easy and almost ‘on-demand’ (though much will depend on the exact service design implementation). Like the glassware at the restaurant? Buy it. Fancy that dress Florence wore at last night’s gig? Have it delivered today.
Harnessing semantic metadata will let people buy things wherever they see them (in real life, on television) and as a result, shops will literally be everywhere as the online and offline retail environments continue to merge.
Very’s ‘click-to-buy’ partnership with Channel 5 is an example of virtual shops crossing media boundaries. In coming years, we’ll see this happen more in the “real” world, for example, with social network ratings integrated onto clothing hangers.
The key to retail success lies in creating experiences that make customers feel better. By creating a shopping experience that integrates seamlessly with people’s existing activity, Very.co.uk is taking an innovative step and making shopping more valuable for many customers than simply getting the best deal.”
Mark Curtis
Chief Client Office
Fjord
www.Fjordnet.com
