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ABC makes show shoppable via mobile

April 22, 2013

ABC is giving viewers of its “Scandal” show a way to buy a variety of styles featured in the series directly from an iPad application.

Scandal has teamed up with the Get This iPad app, which helps viewers discover and shop a range of fashion and home furnishings from participating shows through a single shopping cart. The app uses audio content recognition technology to sync with participating shows so viewers can shop what is on screen.

“Nearly 88 percent of U.S. homes own at least one device that can be used as a second screen and 87 percent of consumers say they use at least one device while watching television, according to the consumer market research firm NPD,” said Lisa Farris, CEO of GetThis, Los Angeles.

“There are so many viewers already engaging with second screen as they watch TV, GetThis provides a new opportunity for audiences to engage with their favorite shows,” she said. “One example from a recent Facebook post said, ‘I just started to Google some of the outfits… some were recognizable but this app makes it easier’ and another who said ‘I’m paying more attention to the show now that I can shop it.’

“Audiences have been searching for things they see in TV shows for years. Get This finally makes it more elegant and convenient.”

Second screen experiences
Second-screen apps designed to enhance the TV viewing experience are targeted at the growing number of mobile users who like to watch their favorite programs with a smartphone or tablet in hand.

While many of these second screen apps have focused on providing access to additional content or rewarding viewers for watching, extending the idea to online shopping makes sense because tablets users are already embracing their devices for researching and purchasing products.

With the Get This app, Scandal viewers can shop character Olivia Pope’s leather opera gloves and long necklaces as well as affordable options for some of her jackets and handbags.

Users can shop by editorial feature, show, episode, cast or character.

Mobile in fashion
Some of the other shows available to shop via the app include The Carrie Diaries, Vampire Diaries and House of Rock.

The app includes three different shopping options: a showcase of the original items seen in the show, stylist picks inspired by the original items and affordable options to get the look for less.

There is a also a Style Ambassadors section where users can access articles, style tips, how-to’s and videos from leading costume designers, architectural and production designers as well as make-up and hair stylists.

“Audiences can shop anywhere, anytime,” Ms. Farris said. “They can shop exclusive features and articles on GetThis, shop select shows In-Sync – while watching an episode, shop by episodes at anytime, or traditional search and shop by product.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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