Dive Brief:

• Live commerce company TalkShopLive is bridging the physical and digital worlds this holiday season by deploying live-shopping technology in several retail windows throughout New York City, per a news release.
• The content will include TalkShopLive shows featuring celebrities, including Gloria Estefan, Shania Twain, Bobby Flay, Dolly Parton and Drew Barrymore promoting various products. During the shows, consumers will have the ability to scan QR codes enabling them to purchase featured products.
• Similarly, Saks is using its Saks Live virtual events platform to tout a partnership with the Elton John AIDS Foundation. Saks used the platform to unveil its windows to the world along with a special appearance by John singing his hit, “Your Song.”

Dive Insight:

With Black Friday bleeding into Cyber Monday and the holiday retail period starting earlier in the year through online platforms, it seems only natural that window shopping would go virtual and shoppable as well.

To bring its experience to life, TalkShopLive partnered with FrontRunner Technologies to roll out shows throughout the holiday season that will appeal to shoppers and passers-by.

“Content is at the core of product discovery and purchase, and through our unique technology we can support a connected approach to the digital experience that maximizes content and amplifies omnichannel sales,” said TalkShopLive CEO Bryan Moore in a press statement.

Meanwhile, Saks is using its Saks Live platform, which launched last year, to promote its partnership with the Elton John AIDS Foundation’s Rocket Fund. In addition to using the platform to simulcast the windows’ unveiling and John’s performance, the music icon and his husband David Furnish, who is also chairman of the Elton John AIDS Foundation, will participate in additional Saks Live events. Some of these events include a fireside chat with Versace Chief Creative Officer Donatella Versace about fashion and philanthropy and a discussion with Elton John and Gucci Creative Director Alessandro Michele about friendship, collaboration and commitments to philanthropy.

The partnership will continue as John’s songs provide the soundtrack for Saks’ newly designed light show, once again presented by Mastercard. Set to a holiday medley of songs, including “Step Into Christmas,” “Your Song” and “Merry Christmas,” the show will feature dynamic lighting displays that illuminate within the windows and coordinate with the light show on the building’s facade.