Seven looks to narrow the path to purchase with 7Shop and 7Rewards
Seven West Media has launched two new offerings to increase the interactions viewers have with content on its platforms.
7Shop is being billed as a “first-of-its-kind” in Australia and provides consumers with an on-screen shopping experience while watching TV programs on 7Plus.
“This is very much picking up on second screen behaviour, that we’re seeing happen now,” said Seven West Media network digital sales director, Nicole Bence . “A lot of the effectiveness and attribution campaigns that we have been running, we know that they are watching TV but they have their mobile with them.”
Kurt Burnette
Viewers will need to pause the content containing the item that they are looking to purchase, a brand experience will appear on the screen -to either view additional branded content or activate a QR code and make a purchase via the vendor’s website, viewer can shop using their mobile or tablet device.
Bence said Seven was having more “interesting and different conversations” with clients when it came to engaging best with viewers.
“This is an opportunity to talk to brands about being able to leverage the biggest screen in the house,” she told Mumbrella. “[We want to] drive some of the lower funnel transactions.
“The consumer journey in certain categories is getting shorter, people can be inspired and want to shop then and there. This is very much about pushing through to the retailer, and allowing that to happen on the retailer’s website.
However, she said that this was a staged process and over the next 18-24 months, that might change to a situation whereby the transaction is undertaken on a Seven-operated e-commerce interface.
Seven West Media chief revenue officer, Kurt Burnette, added: “Seven want to be known not just for delivering great content in broadcast and digital, but to actually build ecommerce strategies as well as brand strategies. It is a full funnel solution that we want to work towards.
“This is stage three of a multi year strategy and vision, we want to be the place of cultural commerce. When you see something you like – you can buy it on a spot.
“The vision is to have advertising as a service, not a disruption.”
New proposition 7Rewards is also built to facilitate new brand opportunities and engagement with Seven’s audiences on 7Plus.
Leveraging data and insights from 7REDiQ, 7Rewards will create customised ad experiences that connect brands with the audience and will allow marketers to track the end-to-end customer journey and attribution as it happens. Seven has partnered with The Entertainment Group, a technology-enabled direct-to-member loyalty platforms known for its Entertainment Book, to create a new rewards program.
7Rewards does this by connecting targeted audiences with exclusive offers and experiences. from partners “It makes advertising more relevant and, therefore, enjoyable through personalisation,” said Bence. “The personalised offers include dining, travel and activities for the family, all of which can be redeemed on the spot or saved and used later.”
Viewers can also save offers in a rewards profile if you don’t want to do it at that time.
According to Bence, any client of Seven West Media that wants to integrate their offer into there, they can do that as well. In terms of fees for the inclusion in rewards, Bence said it would depending on what the client wanted to do, and the product in question.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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