The Chief Marketing Officer of Walmart, William White, stated that the intent of this partnership is to “Shorten the distance from discovery to purchase,” referring to the time between a customer becoming interested in a product through an advertisement and actually purchasing that product. In order for a product to be purchasable through an advertisement, ‘OneView,’ Roku’s ad-buying platform, must manually activate an ad as a ‘Shoppable Ad.’
When an item is viewed in a shoppable advertisement, customers can press the ‘OK’ button on their remote to open a Walmart shopping window for the product. The customer will then have their payment information and shipping information pre-loaded into the window from their Roku customer account. The customer can then checkout the purchase by simply confirming the order, effectively transforming television commerce into a two-button process.
With this convenient innovation, Walmart and Roku believe that television commerce will become a more popular avenue for at-home customer shopping, making the process more similar to shopping online.
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Source link: http://www.trendhunter.com/trends/roku-shopping