Foxtel Media has introduced Retail Plus, a service designed to connect television content with e-commerce through targeted advertising and interactive second-screen experiences.
The offering was announced at Foxtel Media's upfront at Sydney's White Bay Power Station. The service launches first in pharmaceuticals and beauty with Chemist Warehouse, before expanding to grocery, hardware, electronics and fashion sectors.
"We have always thrived by meeting customers where they are: in-store, online, and now directly through the content they love," said Ilias Babalis, general manager sales at Chemist Warehouse.
"Retail Plus gives us a chance to connect with audiences in a way that feels natural and immediate, while strengthening the relationship between our brand and millions of Australian shoppers."
The platform combines data-driven insights with premium video content, building on research showing that targeted premium video with in-store retail brands delivers improved results. Strategic retail partners will work with Foxtel Media to develop new retail products and content experiences.
Foxtel Media has partnered with technology company allt.tv to deliver interactive retail advertising through second-screen experiences. The technology connects smartphone apps to television content in real time, making offers instantly actionable without requiring QR codes or promotional searches.
The system can automatically display food delivery app offers during live sports broadcasts when audiences are most likely to order meals, or pre-fill grocery shopping carts with ingredients featured in cooking programmes.
"Retail Plus powered by allt.tv is redefining what TV can do for brands and viewers," said James Forster, chief executive of allt.tv.
"By seamlessly linking premium content with real-time engagement, we're turning every moment into an opportunity for interaction and action, creating a level of impact and measurement that surpasses all retail advertising options in the market right now."
The technology integrates existing viewer behaviours rather than requiring new actions, creating pathways from entertainment to retail transactions.
Nev Hasan, chief sales officer at Foxtel Media, said the service addresses changing consumer expectations around convenience and instant access.
"Retail Plus was born from a clear shift in consumer behaviour," he said.
"People expect relevance, convenience and instant access, and they're no longer separating how they watch, shop and discover.
“Retail media needs to evolve with that mindset. With Retail Plus, we're connecting content, commerce and daily life in a way that feels effortless to the viewer, but deeply valuable to brands."
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