NBCUniversal has revamped its retail commerce strategy, today launching its new One Platform Commerce in a partnership with PayPal that will bring shoppable content to consumers across the network’s channels.
Using PayPal’s payments infrastructure, One Platform Commerce will complement NBCU’s existing commerce initiatives, including ShoppableTV, NBCUniversal Checkout and Shop Telemundo.
It will rely on a newly expanded network of more than 60 retail partners, such as bedding brand 10Grove, cookware maker Our Place, and high-end sneaker brand Koio. An overwhelming majority of brands featured in NBCU’s One Platform Commerce—94%, current insights suggest—have never advertised on television before, the company says.
“These retailers will now sit alongside all of our NBCUniversal brands,” Josh Feldman, executive VP, head of marketing and advertising creative at NBCU, wrote in a blog post, noting that last month the company rolled out its One Platform Commerce in an early-stage trial with Shop Telemundo. “Now, we're scaling across the entire NBCUniversal One Platform with Bravo, E!, Syfy and more.”