ITV to launch shoppable TV beginning with Love Island and Boots

ITV is to launch shoppable TV, allowing viewers to buy items from its programmes directly on screen. Love Island will be the first programme to offer the service with the first confirmed launch partner Boots.

The first of its kind service in the UK allows viewers can initiate the shopping interface at any time by using their LG remote, but they must actively opt-in to receive the notifications and to use the service.

Shoppable TV uses AI technology from The Take, a contextual product discovery company. The Take’s technology is built directly into LG TV sets. The service identifies and tags featured products during programmes and notifies viewers that products on-screen are available.

If a viewer is interested, they 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.

Using the on-screen shopping interface, viewers can scroll through products, which will refresh when different products and characters are shown during a programme. Additionally, users can also choose to view all products available from the episode of the show that they’re watching. All 2021 LG TVs have the technology integrated as standard and it can be added via software update to 2019 and 2020 models.

ITV plans to roll out the technology to other programmes throughout the year and is in talks with other commercial partners. The Take's technology is already live in the US on 2021, 2020, and 2019 LG TVs.

Bhavit Chandrani, ITV, Director Digital and Creative Partnerships, said the move was "the next natural step in what we can offer to brands". "Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programmes," Chandrani said.

Paul Ridsdale, ITV, Acting Chief Marketing Officer, added: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market. We know ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that smoother and easier than ever before.”

Ty Cooper, CEO and Co-founder of The Take said: “We are thrilled to introduce our interactive product discovery platform to the UK market with premier partners in ITV and LG. We look forward to helping ITV viewers discover and engage with the products that inspire them on the programmes that they love.”

Pete Markey, Chief Marketing Officer, Boots UK said the move was "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.”

Love Island is something of a magnet for fashion and beauty brands given the social reach of the contestants and the popularity of the programme. Fast fashion etailer ISAWITFIRST is the official fashion partner of the 2021 series and recently launched a range of BadHero sunglasses which will feature in the show.

JD Sports was recently announced as the official activewear brand for the series and is providing activewear for the contestants to wear. Its website will feature an official Love Island hub where shoppers can buy looks featured in the show as well as personalised items including caps, backpacks, towels and face masks. It is also the show's official podcast partner.