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Onscreen retailing Plus: Maxim Bungalows
May 31, 2007

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While home shopping networks such as QVC and HSN pioneered the concept of t-commerce (television commerce), their limited product offerings have left much to be desired for most. A new retail concept, ICE is hoping to change the t-commerce category by bringing brands and consumers together through onscreen product placement in a one stop shopping experience.

While websites such as SeenON! have touched on the idea of purchasing show-based product, ICE is different in that it essentially turns any footage, ranging from live TV shows to DVR’d movies and even DVDs and VHS (old or new), into an onscreen retailer. Almost everything you see will be available for purchase, e.g., Carrie Bradshaw’s nameplate necklace, Jack Bauer’s cellphone, or songs heard on Weeds. With IVC (interactive video commerce), viewers can “click” through highly organized menus, selecting product ranging from categories such as jewelry, electronics, clothing, and appliances to more media-based product such as in-show music, video, and show branded merchandise. There’s even a sponsor section, where viewers can check out the brands and products advertised during the show. Viewers also have an option to access detailed information on the show and cast members. The search and purchasing process is similar to an online retailer, but instead of using a mouse, viewers use their remote control to click through selections, choose color/size/version, etc., and ultimately buy items.

While still in the production stages, ICE is one of the first technologies to fully expand on t-commerce. With consumers skipping traditional ads through DVR, DVDs, and on-demand programming, this service could offer a welcome alternative to brands, marketers, and consumers.

And By The Way: Panama City may become a little emptier during Spring Break season. Come October, Maxim mag will open Maxim Bungalows, a five star resort in the Dominican Republic.


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