ITV launches Shoppable TV with Boots on Love Island

ITV is launching Shoppable TV, a service that will allow viewers to discover and shop items from its programmes directly on screen.

Launching on popular game show Love Island, ITV plans to roll out the service on other programmes across different genres later this year.

Boots will be the first brand to have its products featured on Shoppable TV, having become the official beauty sponsor for Love Island this year.

The service is only available on LG TV sets that were made in 2019 or later.

The interactive system uses AI technology from The Take, a contextual product discovery company, which  identifies and tags featured products during programmes and notifies viewers that products on-screen are available.

If a viewer is interested, he or she can select to view more info with their remote and make a purchase via the vendor’s site or a link sent to their phone.

Viewers can activate the shopping interface at any time by using their LG remote but must choose to opt-in to receive the notifications and use the service.

Pete Markey, chief marketing officer at Boots UK said: “Launching shoppable TV as part of our wider partnership with Love Island is a great way to help customers easily shop the products they spot in the villa and recreate iconic islander looks from the show.

“It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”

ITV’s attempt to offer direct sales via its programming comes after Sky Media announced  in April that it would pilot Shoppable Ads, a format in which retailers can promote exclusive offers to people that have seen and responded to a particular ad.