H&M to Super Bowl viewers: Watch our ad, buy our clothes

The clothing retailer will air a 30-second commercial that will allow some Samsung Smart TV owners to buy clothes they see in the ad.

David Beckham Bodywear
David Beckham Bodywear from H&M. H&M

Clothing retailer H&M plans to boost its sales with help from so-called "t-commerce" company Delivery Agent.

The companies on Monday announced at the Consumer Electronics Show (CES) in Las Vegas that during this year's Super Bowl, H&M will air an ad promoting the spring collection for David Beckham Bodywear. During the ad, H&M will utilize Delivery Agent's technology to allow viewers to buy the products they see on screen via a special app.

Delivery Agent has coined the term "t-commerce," for television commerce. The company essentially provides a platform and television-based app that allows consumers to buy products they see on TV. This is the first time the technology will be tried.

The company's Super Bowl effort will be a tad small. The in-commercial buying will only be available on "select Samsung Smart TVs." The clothing will remain on sale through Delivery Agent's ShopTV app available on those sets.

Delivery Agent plans to show off its technology at the Consumer Electronics Show this week. Super Bowl XLVIII airs February 2.

(Via Variety)

About the author

Don Reisinger is a technology columnist who has covered everything from HDTVs to computers to Flowbee Haircut Systems. Besides his work with CNET, Don's work has been featured in a variety of other publications including PC World and a host of Ziff-Davis publications.


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