T-Commerce: The Future Of Retail?
By Rory Dennis, GM North America, Amplience
Did you catch the Super Bowl earlier this month? If you’re one of the record-breaking 111.5 million viewers who did, you probably saw the David Beckham ad for H&M. If watching from a standard TV, it was easy to dismiss the spot as one of the many Super Bowl ads competing for water cooler chat time the following day. However, if you saw the game from a Smart TV, the Beckham ad presented something more: One of the first examples of T-commerce available on a big stage, and potentially the opening for more mainstream use of the technology moving forward.
T-commerce, short for “television commerce,” is the combination of e-Commerce and TV. The new technology allows viewers using Smart TVs to buy items seen in commercials directly from their TV screens, using only their remotes. Connected TV serves as an additional digital channel for brands to engage consumers as well as deliver the ability to shop online. It is indeed futuristic and exciting, but there is currently a lack of insight into how to make the best use of the technology.