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11/23/2022

New York store windows become livestream shopping touchpoints

Dan Berthiaume
Senior Editor, Technology
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TalkShopLive window shopping on Broadway in New York City.

Window shopping has taken on a high-tech spin in New York City this holiday season. 

Beginning Wednesday, November 23,  select retail windows in the city will stream live shopping programs through the holiday season. Livestream commerce platform TalkShopLive is partnering with digital media technology provider FrontRunner Technologies to deliver what the companies are calling the first-ever “live commerce window shopping experience.”

The partnership’s first live shopping event will feature music star Gloria Estefan, who will promote her newly released holiday album. Consumers will be able to scan QR codes on the windows, which will allow them to shop while watching the content.

Live shopping shows will continuously roll out through the holiday season while select re-airs from dozens of other TalkShopLive shows will stream in the windows, including live shopping with celebrities and influencers including Shania Twain,Bobby Flay, Dolly Parton, Drew Barrymore, Laudacris, and Noah Schnacky.

“At TalkShopLive, we strive for innovation that connects the retail landscape and redefines the future of shopping,” said Bryan Moore, TalkShopLive co-founder and CEO. “By launching the first live window-shopping experiences with our partners at FrontRunner Technologies, we are beginning to solve the question every retailer and brand is asking: how do we connect the digital and physical shopping experiences for our customers? Content is at the core of product discovery and purchase, and through our unique technology we can support a connected approach to digital experience that maximizes content and amplifies omnichannel sales." 

“Literal window shopping in its finest form has come to life through our alignment with TalkShopLive,” said FrontRunner CEO Nathan Elliot. “Combining the live shopping experience they made famous with the windows of opportunity we have brought to life, makes for a perfect pairing to drive the future of new retail.”  

TalkShopLive teams up with Walmart
TalkShopLive has been actively engaged in an ongoing enterprise livestream partnership with Walmart. In September, TalkShopLive joined the Innovation Partners program of Walmart Connect, the closed-loop media business for Walmart.

This collaboration enables supplier-funded shoppable livestreams on Walmart and TalkShopLive’s platforms, brand and publisher sites, and across the web. Walmart has already executed TalkShopLive livestreams with advertising partners including J&J, L’Oreal, P&G, and Samsung.

The TalkShopLive-Walmart partnership officially launched in February 2022, featuring eight livestream shopping events. This followed a trial period in 2021, which fully allowed Walmart to provide shoppable content through Talkshoplive’s embeddable video player directly on its own platform, the MSN shopping tab, and other product partner sites.