Launched in November, Shop the Scenes is the brainchild of eCommerce executive Jill Martin and Yellowstone Executive Producer David Glasser’s 101 Studios. The venture capitalizes on TV show viewership by allowing consumers to authentically shop the scenes of their favorite TV shows.
The brand is" working directly with showrunners, costume designers, and set designers." It gets the script of the show in advance and "works with manufacturers to make items available in time" for the debut of the episode. The links to the items on sale pop up as QR codes, displayed on-screen during ads, which allows the eCommerce experience to be seamlessly integrated into the act of viewing.
The first scripted streaming show to partner with Shop the Scenes is the Paramount+ megahit Yellowstone.
Shoppable TV Show Ads
Shop the Scenes Allows You to Purchase Furniture, Clothing, and More
Trend Themes
1. Shoppable TV - Opportunity for brands to capitalize on TV viewership by offering shoppable experiences that allow consumers to purchase items directly from the scenes of their favorite TV shows.
2. Seamless Ecommerce Integration - The use of QR codes displayed on-screen during ads provides a new opportunity for eCommerce to be seamlessly integrated into TV shows and other forms of content.
3. Marketing Within TV Shows - By working directly with showrunners, costume designers, and set designers to feature products in TV shows, brands can leverage the power of product placement to drive sales.
Industry Implications
1. Entertainment - As TV viewership continues to rise, the entertainment industry can explore partnerships with shoppable technology providers to generate additional revenue streams.
2. Retail - Retailers can take advantage of the shoppable TV trend by partnering with TV shows to offer exclusive products, sales, or other incentives to viewers.
3. Marketing and Advertising - This new trend offers the marketing and advertising industry a unique opportunity to create more interactive and engaging ads that also provide a direct path to purchase.