It was back in 1988 when I had my very first conversation about technology that would allow consumers to watch a television show or commercial and directly order products displayed on the tube with a click of button. That conversation was part of a larger discussion at the time about the coming age of the "smart home" where virtually every aspect of modern home living would be automated in some way.
I was reminded of the discussion after coming across reports about H&M's plans to air a 30-second spot during the Super Bowl to promote David Beckham's Bodywear line as part of a t- (for television) commerce campaign. Owners of certain Samsung smart TVs will be able to use their remote controls to "engage" with the spot and make purchases.
The H&M campaign will include the launch of a t-commerce boutique available 24/7 through Delivery Agent's ShopTV app. Consumers will also be able to shop for the items using their PCs, mobile phones and tablet devices in addition to the television.
"With the upcoming launch of the t-commerce-enabled H&M Super Bowl XLVII ad, we are collectively redefining the power and effectiveness of television advertising," said Mike Fitzsimmons, CEO of Delivery Agent, in a statement. "Years ago, the world talked about the potential associated with buying Jennifer Aniston's sweater. H&M, in an industry first, will now realize that potential by making their Super Bowl XLVII ad actionable and directly measurable."
"This is a prelude of things to come," Penny Gillespie, Gartner's research director for digital commerce, told MediaPost's Marketing Daily. "As we get deeper into the internet of things, TV may be one more channel consumers use to shop."
"This is a brand that appeals to a young, Gen Y audience, and if nothing else, the spot sets the stage for them being perceived as a very innovative brand," Ms. Gillespie added.
How likely is it that t-commerce spots, similar to H&M's commercial to promote the David Beckham Bodywear line, will become commonplace over the next decade?