Through a televised experience, Lacoste plans to enable French Open viewers to purchase clothing via "on-air shoppable moments.” The opportunity will come through NBCUniversal's ShoppableTV experience, RetailDive reported.
During matches highlighting the tennis star, Lacoste will offer products from its Lacoste X Novak Djokovic Collection. The company will reportedly have two "statement outfits” – one in black and white and one in orange – in addition to other pieces. Viewers will see an alert when it’s time to put their smartphone cameras up to the television screen to start shopping.
A quick-response (QR) code will guide shoppers to Lacoste’s website to complete their purchases. The scannable codes are said to provide a more seamless shopping experience with no need to open a mobile app or type in an internet address.
NBCUniversal recently launched a test run of ShoppableTV. According to a report at the time, QR codes were tested during the “TODAY” show. The media company noted that ShoppableTV garnered thousands of scans during the test run, getting sales within minutes.
The network had reportedly planned to roll out the advertising tool on its channels including NBC Sports, Telemundo, NBC, Bravo, E!, CNBC Prime and USA Network. The launch of ShoppableTV was said to be part of an effort by NBCUniversal to bolster conversion rates for advertisers running ads during television shows.
ShoppableTV comes amid other high-tech tools NBC has been deploying recently, such as a partnership with Sky to create targeted TV ads as well as the machine learning tool Contextual Intelligence Platform, which can determine the best times to insert ads into a television show.