Bravo is populating second screens with shoppable content. The NBCUniversal subsidiary launched The Lookbook last week, a microsite with buyable fashion and beauty content tied to the looks featured in its new series The Girlfriend’s Guide to Divorce. The site features click-to-buy episode clips and blog posts about the looks featured in the show, updated weekly as new episodes air.
What Brands Need To Do
87% of consumers now use a second-screen device as they watch TV, according to a recent report from Accenture. And shoppable content provides a great way for media owners and brands to bridge content and commerce. Other media owners and content creators should take a clue from Bravo’s initiatives and build a shoppable second-screen experience for their content as well. And brands need to work with media owners to make sure their products featured in their content are duly included on the second-screen sites and easily shoppable.