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TV-Streaming Commerce Partnerships : roku shopping

Walmart and Roku partnered up to launch a new Roku shopping service on the popular TV streaming platform. This partnership will allow Roku viewers to quickly and conveniently purchase items they see in television ads while watching content simply by clicking a few buttons on their remote.

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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