Target Tests Shoppable TV to Pitch Summer Products

Viewers of a new Bravo digital series will be able to discover and shop curated Target products while the series’ hosts discuss fashion, entertaining, travel, swim, beauty and summer trends.

The series, “Shop What Happens,” is inspired by the format of Bravo’s “Watch What Happens Live with Andy Cohen” and is sponsored exclusively by Target, Bravo parent company NBCUniversal said in a Thursday (June 11) press release.

It is the latest shoppable entertainment offering from NBCUniversal, according to the release.

“Shop What Happens” will be available on Peacock, YouTube and TikTok, with clips available on Instagram. On TikTok and the Peacock mobile app, the content will be optimized in a vertical video format.

Viewers will be able to shop on Peacock on living room devices by using QR codes, and on the Peacock mobile app, YouTube, TikTok and Instagram by using text-to-shop and click-to-shop functionality.

The series will start on Sunday (June 14) and run for five consecutive Sundays. Each episode will have a theme, including summer fashion on June 14, summer hosting on June 21, travel and swim on June 28, beauty on July 5 and summer trends on July 12.

Karen Kovacs, president, advertising and partnerships at NBCUniversal, said in the release that “Shop What Happens” brings together content, fandom and commerce.

“In partnership with Target, we’re continuing to push the boundaries of shoppable entertainment, meeting audiences where they are and inviting them to engage, explore and shop,” Kovacs said.

Target Chief Brand Officer Michelle Mesenburg said in the release that the series provides another way for Target to meet consumers where they are and deliver inspiring experiences that help them discover trending products.

“By combining trend-forward curation, entertaining content and seamless shopping, we’re making it easier than ever for guests to discover products and trends in a way that feels fun, inspiring and uniquely Target,” Mesenburg said.

PYMNTS reported in March 2024 that shoppable TV blends the realms of advertising and immediate consumer action and provides streaming services with an opportunity to offer merchants an intuitive and direct path to purchase.

The PYMNTS Intelligence report “How We Will Pay Report: How Connected Devices Enable Multitasking Among Digital-First Consumers” found that one in three owners of connected devices said they would be interested in being able to buy clothing or jewelry that they see on actors in a given film or series directly from the streaming platform.