This week I am going to talk about a global trend that is slowly entering our country. We refer to T-commerce, a new online sales model, but do not get confused! It’s not about selling through tablets (M-Commerce) or selling through Twitter (social e-commerce).
“T-commerce refers to the sale through the television, arising a necessary and indestructible alliance between online sales and Smart TV, smart TVs that allow you to connect to the Internet.”
Since the arrival of the Smart TV to the market have started to generate sales in some online stores, as the ability to connect to the Internet allows consumers to enter an e-commerce and close a sale, but the truth is that very few they do, since it is more practical to close the sale from a computer or tablet.
T-commerce, first experiences
T-commerce is really a new advertising format, as it plays with ads promoting sales instantly, thus increasing sales by impulse.
Pioneer in all this is the international Delivery Agent agency that has been working under this concept for a long time. One of the first campaigns of great impact created by this company is the “David Beckham Bodywear” issued during the Super Bowl. All those people with a smart TV from Samsung were able to buy, at that moment, the products of the advertisement thanks to a system of content recognition (ACR).
The truth is that this concept is not new. For some time now we have been talking about a Delivery Agent service for Samsung called “shopping enabled entertainment” that allows the purchase of TV program products instantly. Have you never had the urge to buy the shirt worn by your favorite presenter?
One of the keys to understanding everything we are telling is the concept of interconnectivity. With this new formula, IP advertising will be segmented according to your interests and exclusive discounts will be implemented that can only be obtained at that time and in this way.
Apparently the purchase through the TV seems more uncomfortable than it really is. The technology is being developed so that the sale is not only closed through the remote control, also from the mobile or the tablet.
Future plans for real-time purchases
T-commerce still has a lot to prove and barriers to overcome, from the ignorance of people to the lack of infrastructure support or the lack of personalization and, of course, the technological backwardness we suffer in Spain compared to other countries such as EE .US.
According to Delivery Agent in 2014 there will be 25 million households with capacity for T-commerce, but the questions are: does the investment in infrastructure compensate? When will it be a consolidated online sales system? The truth is that 68% of Internet users say they are interested in this new model of purchase and 76% of them say they would buy products during the break.