Ideal World, based in Newark Road, where it employs 250 people, has just entered into a unique partnership with national value retailer The Range.
Now, a special The Range store-in studio has been set up at Ideal World Studios and starting tomorrow (Friday) will start streaming the retailer’s video content live on the social media platforms TikTok, Instagram and YouTube.
The content will also air on Ideal World’s own home shopping channel.
The retailer-shopping channel partnership would be the first of its kind in the UK and is set to ‘revolutionize’ the way retailers sell online.
The move comes as e-commerce has begun to shift to social media platforms, prompting retailers to create social commerce experiences for their customers.
Alex Simpkin, Managing Director of The Range, which operates a store at Boongate Retail Park in Padholme Road, said: “Making shoppable video content entertaining and engaging has never been more important.
“We’ve seen other retailers fail when trying to film in a store environment due to sound and lighting issues.
“Partnering with Ideal World and building a studio store was a perfect fit for us.
“They have a talented team in place and state-of-the-art television studios from which they can stream high-quality, buyable video content on our behalf.” You can now shop from The Range at over 200 stores, in-store through kiosks, on the website, and through TV and social media. This is an exciting development for us.
Hamish Morjaria, Managing Director of Ideal World, said: “Our new venture with The Range is the first retailer-shopping chain partnership in the UK and we expect more to follow.
“Never before have retailers needed high-quality, shoppable content that can be used across multiple platforms.
“While there is no doubt that social influencers can reach many audiences, our team of presenters are trained to participate in high quality and energetic demonstrations, explaining the product in detail, allowing them to make a thoughtful purchase in full confidence.
“This gives television the edge. “The Range and Ideal World can also benefit from greater reach by tapping into each other’s large customer bases.” The Range will launch The Range TV with its outdoor items and garden first from May 27 with the potential to reach more than 1.2 million of its followers on Instagram and many more on TikTok and YouTube, where the retailer has a strong subscriber base .
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