Roku, Walmart Announce Interactive TV-Commerce `Partnership’
Smart TV technology and streaming services resource Roku and giant discount store chain Walmart announced Thursday that they continue to build on their business relationship by forming a partnership on live, interactive TV-commerce shopping.
Under the new arrangement, Walmart will become “the exclusive retailer” to sell and directly fulfill orders made by streamers directly through interactive Roku smart TV platform.
The companies announced the new experience will offer “product discovery with a seamless checkout experience, enabling purchases directly at the time of inspiration.”
“We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase,” William White, Walmart chief marketing officer, said through a statement announcing the deal. “No one has cracked the code around video shoppability. By working with Roku, we’re the first to market retailer to bring customers a new shoppable experience and seamless checkout on the largest screen in their homes – their TV.”
Roku said its advertising tech stack will bring all the benefits of streaming TV advertising – targeting, optimization, and measurement – to the TV-based e-commerce partnership.
This first pilot program is planned to meld streaming entertainment with retail transactions through a new in-platform buying experience for Roku-user customers. The arrangement “will continue to evolve” as it progresses, the companies said.
Through the new interactive transactional features, viewers will be able press ‘OK’ with their Roku remote when a shoppable ad appears and proceed to checkout with their payment details pre-populated from Roku Pay, Roku’s payments platform, Roku’s statement said.
From there, tapping ‘OK’ on the Walmart checkout page lets the viewer place an order. Walmart will email the registered Roku user a purchase confirmation including shipping, return, and support information.
“We’re making shopping on TV as easy as it is on social,” stated Peter Hamilton, Roku TV Commerce head. “For years, streamers have purchased new Roku devices and signed up for millions of subscriptions with their Roku remote. Streaming commerce brings that same ease and convenience to marketers and shoppers.”
Roku said its OneView ad-buying platform for TV streaming will have the exclusive capability to activate and measure these shoppable ads.
Additionally, marketers will be able to use Roku Brand Studio to design custom creative and branded content built for TV streaming and shopping.
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By Greg Tarr
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