Walmart is partnering with streaming platform Roku to allow customers to purchase products directly from TV commercials, without having to click a QR code.
Describing the pilot program as a “first of its kind”, Walmart and Roku said that when viewers see a product they want while streaming TV content, they simply use their remote to press “OK” on the TV. buyable ad and proceed directly to checkout. , with their payment details pre-populated by the Roku Pay payment platform — skipping the QR code altogether. By pressing “OK” on the Walmart checkout page, the order is placed and a Walmart purchase confirmation is emailed with shipping, return and support information.
“We strive to connect with customers where they already spend time, shortening the distance from discovery to inspiration to purchase,” said Bentonville, Ark.-based Walmart chief marketing officer William White. “No one has cracked the code when it comes to buying videos. Working with Roku, we’re the first retailer in the market to bring customers a new shopping experience and seamless checkout on the biggest screen in their home. , their TV.
OneView, Roku’s ad buying platform for TV streaming, will enable and measure buyable ads. Additionally, marketers can use the Roku Brand Studio to craft custom branded and creative content for TV broadcast and shopping.
“We’re making shopping on TV as easy as it is on social media,” Peter Hamilton, head of TV commerce at Roku, based in San Jose, Calif., said in a statement. “For years, streamers have purchased new Roku devices and purchased millions of subscriptions with their Roku remote. Streaming commerce brings the same ease and convenience to marketers and shoppers.”
In announcing the partnership with Walmart, Roku noted that its advertising technology stack brings the benefits of streaming TV advertising – targeting, optimization and measurement – to the e-commerce partnership. Along with Walmart, Roku said, the pilot merges entertainment with commerce, unlocking a shopping experience on the platform for customers that will continue to evolve.
Another grocery retail giant, The Kroger Co., partnered with Roku in 2020 on a new shopper data program for consumer packaged goods (CPG) marketers. As part of this collaboration, Kroger Precision Marketing (KPM) was asked to create targeting and attribution tools for streaming TV, providing Kroger sales insights to help marketers make decisions more precise and measurable media buying.
Instacart, The Fresh Market, and Albertsons Cos are other companies in the grocery retail space that allow digital media to be purchased.