The Range partners with Ideal World to reinvent TV shopping through live shoppable content

The Range and Ideal World TV are partnering to launch The Range TV, a new live-shopping initiative.

The retailer-shopping-channel partnership will see The Range livestream product demos from Ideal World’s TV studios on social media channels such as TikTok, Instagram and YouTube, as well as live TV.

The TV shopping channel will provide studio space for the value retailer to install a full ‘store-in-studio’.

The move could “revolutionise how UK retailers sell online,” according to a joint press release.

The partnership comes at a time when ecommerce activity has begun to migrate onto social media platforms, giving rise to the need for brands to create social commerce experiences for their customers.

“Making shoppable video content entertaining and engaging has never been more important,” The Range chief executive Alex Simpkin said.

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“These days, we know the online consumer likes to watch videos when researching a potential purchase and whilst we excel in user-generated content for younger shoppers with Instagram, YouTube and Tik Tok; we have been seeking an alternative way to reach other audiences who we know will respond to something more polished.

“We’ve seen other retailers fail when they’ve tried to film in a store environment due to sound and lighting issues. Partnering with Ideal World and building a store-in-studio was a perfect solution for us.”

Ideal World chief executive Hamish Morjariad added: “Our new venture with The Range is the first retailer-shopping-channel partnership in the UK and we expect more to follow.

“Retailers have never had a greater need for high-quality, shoppable content that can be used across multiple platforms

“Whilst there is no doubt social influencers can reach many audiences; our team of presenters are trained in engaging in high-energy and high quality demonstrations, explaining the product in detail, enabling them to make a considered purchase with confidence.

“This gives TV the edge.”

The Range TV with initially launch with outdoor and garden items on May 27.

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1 Comment. Leave new

    May 25, 2022 11:13 am

    Consumers need to see a product and IW presents via TV the feel of products as well as offering demonstrations and discussions with experts. It is a pity they sell My Pillow and support Mike Lindell, the founder and CEO of My Pillow, AKA the My Pillow Guy. Mike is an American far-right conspiracy theorist. He was involved in the Jan 6 insurrection and promotes the theory that Trump won the election.


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