As part of a recently forged partnership between Walmart and Roku, the TV and video streaming platform, the hypermarket will be the exclusive retailer to offer Roku users the option to purchase items fulfilled by Walmart directly on the platform.
The partnership offers product discovery and a simple checkout experience, according to the companies. Users can toggle to the desired item on a shoppable ad and press “OK” on their remote to go to checkout.
“We’re working to connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase,” said William White, chief marketing officer of Walmart, in a statement. “No one has cracked the code around video shoppability. By working with Roku, we’re the first to market retailer to bring customers a new shoppable experience and seamless checkout on the largest screen in their homes–their TV.”
Walmart will leverage Roku’s advertising network to target users, optimize their experience, and measure key data.
“We’re making shopping on TV as easy as it is on social [media],” said Peter Hamilton, head of TV commerce of Roku, in a statement. “For years, streamers have purchased new Roku devices and signed up for millions of subscriptions with their Roku remote. Streaming commerce brings that same ease and convenience to marketers and shoppers.”
OneView, Roku’s ad-buying platform for TV streaming, will have exclusive capabilities to use these shoppable ads.
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