Tastemade, a video content provider for streaming TV and mobile platforms, has launched a shopping experience for its viewers that offers brands and retailers the opportunity to grow their customer base.
On Tuesday night, Tastemade premiered its kitchen renovation series, “Kitchen Grow Up,” and through ShopSense's AI technology, viewers can access online stores that carry the products featured in the show and related items, including from Target, Kohl's, IKEA, Amazon, The Container Store, Home Depot and Hedley & Bennett.
Each episode of “Kitchen Glow Up” features new shoppable items featured each week for the kitchen, pantry and other cooking spaces. Ellen Marie Bennett, founder and chief brand officer of Hedley & Bennett, hosts the show and invites professional chefs and interior designers into the conversation. The first two episodes premiered on the Tastemade streaming channel on Tuesdays at 7 p.m.
“'Kitchen Glow Up' is a perfect fit for the range of products recommended on the show that amateur and professional chefs can use in their kitchens to make their lives easier while cooking,” said Evan Bregman, general manager of streaming at Tastemade. “What's exciting about partnering with Shopsense AI is that they helped us curate a 'full-load' store of contextually relevant products.”
“With Tastemade's cooking shows, viewers can access the recipe page via an on-screen QR code and purchase nearly every ingredient featured by using the 'Add to Cart' feature to shop at Walmart and other retailers. With 'Kitchen Grow Up,' we saw an opportunity to significantly expand the shopping possibilities because it's so relevant to the show's themes, and we found a great partner,” said David Schneider, president and CEO of Tastemade. [Shopsense AI] We're looking for people to help us with that,” he added, saying the store will be seen as an “extension” of the show.
“Traditionally, the best way to create a second-screen experience has been through recipes, so we're excited to have another way for people to interact with us,” Bregman said.
Bregman told Tastemade that ShopSense AI “redefines how viewers engage with the show, providing an opportunity to create interactive experiences that build loyalty to the brand and keep them coming back for more.” “Our long-term agreement with ShopSense goes beyond the show. We'll be rolling out the store in different ways throughout the year with different themed moments,” Bregman said. “We'll be revolving around different theme weeks, like grill week and pizza week, and other specific series that feel connected to shopping. We hope to do this 365 days a year.”[long] “It's a place where our audience can engage with us in a whole new way, and we're incredibly excited for our content and episodes to be available.”
Shopsense AI, which launched its retail media platform in April, also powers other shoppable TV experiences, such as the daytime show “The Talk,” where viewers can purchase the show's hosts' outfits. Shopsense also powers Paramount Global's CMT Music Awards shopping experience, where viewers can buy outfits seen on the red carpet, as well as shopping experiences tied to CBS Sports Golazo Network and Univision's coverage of the Latin American Music Awards.
“We're helping broadcasters make their premium long-form content shoppable and leverage AI to make it part of the experience in a very integrated and thoughtful way,” explained Glenn Fishbach, co-founder and CEO of Shopsense AI. The company's patent-pending technology enables consumers to discover and shop AI-curated collections of clothing, home goods, sporting equipment and other products seen on TV shows, movies, sporting events and livestream broadcasts, he said.
The debut of Kitchen Glow Up will have hundreds of products available from more than 50 brands, Fishback said. When inventory runs low, the assortment will be constantly updated thanks to AI. When you click to buy a product, you'll be linked to that brand or retailer. ShopSense AI aggregates products from retailers with affiliate agreements. Eventually, Fishback said, consumers will be able to shop by taking a photo of an item with their phone camera.
To shop while watching “Kitchen Glow Up,” visit shop.tastemade.com.
“Tastemade understands that younger audiences are looking for more engaging TV experiences,” Marissa Ramirez, senior vice president of business development at ShopSense AI, said in a statement. “Tastemade is advancing shoppable content in a way that bridges the gap between the moment of inspiration and the moment of transaction.”
According to Shopsense AI data, nine in 10 U.S. consumers use a mobile device, such as a smartphone or tablet, to view shoppable TV content while watching a show.
Tastemade specializes in producing video content and original programming in the areas of food, travel, home and design. Tastemade was founded about 12 years ago and transitioned to streaming in 2018.
“Streaming is the fastest growing part of our business,” Bregman said. “In the U.S., we have four streaming channels. Our flagship channel is 'Food and More.' We also have 'Tastemade Travel,' 'Tastemade Home' and 'Tastemade Español.'” Tastemade is available on free streaming TV services such as Samsung TV Plus and Vizio Watchfree Plus, as well as on linear TV and on demand.
Tastemade competes with multichannel video programming distributors and lifestyle channels such as HGTV Food Network and free streaming services such as Bon Appétit.
“We are a young, diverse brand, and our approach is fundamentally different from most of our competitors,” Bregman said. “We believe our focus on our millennial customer, telling diverse stories and serving flavorful, varied food sets us apart.”
