To connect directly with its target consumers, Lacoste will be introducing shoppable ads during the French Open on NBC Universal. Viewers will be able to easily shop for the latest pieces from Lacoste via "On-Air Shoppable Moments" simply by holding their mobile device up the screen to scan a QR code. After completing this action, consumers will see Lacoste's site appear on their screen, giving them a simpler way to shop for products on the spot.
During Novak Djokovic’s matches, the outfits that are sported by the player will also be available for purchase, along with other products from Lacoste's newest collection.
These shoppable TV ads are set to be introduced to other channels, including NBC, NBC Sports, Bravo, E! and Telemundo, helping to dramatically shorten the gap between the time people see a product and make a purchase.
Televised Shoppable Ads
Lacoste is Sharing "On-Air Shoppable Moments" During the French Open
Trend Themes
1. Shoppable TV Ads - Incorporating shoppable ads into television broadcasts creates a seamless and convenient way for viewers to make purchases in real-time.
2. On-air Shoppable Moments - Introducing on-air shoppable moments during live events like the French Open provides a unique opportunity for brands to connect with consumers and drive immediate sales.
3. Shortening Time to Purchase - By closing the gap between product exposure and purchase, shoppable TV ads offer the potential for increased conversion rates and revenue for brands.
Industry Implications
1. Fashion - The fashion industry can leverage shoppable ads during televised events to showcase new collections and capitalize on viewers' desire to make instant fashion purchases.
2. Advertising - Shoppable TV ads present a disruptive innovation for the advertising industry, providing a new avenue for brands to engage with consumers and drive sales directly from the television screen.
3. Broadcasting - The broadcasting industry can benefit from shoppable ads by offering a more engaging and interactive viewing experience, potentially attracting more advertisers and increasing revenue.