Apple TV Apps – New Device, New Context

Apple TV’s latest version has created a new device for consumers to shop on. Within the first month of release 2600 Apple TV apps have been developed and it’s growing fast. The current growth rate is on average 500 new apps per week! Thanks to the new Apple TV apps, retailers have another channel to engage and convert customers.

Read on to learn what this means for your company.

A New Shopping Environment

This doesn’t mean that the shopper has changed; it is probably the same person browsing your mobile app or website – but the context is certainly new. Mobile shoppers are generally on the go – doing a quick price check, browsing competitors’ products while in-store, or looking up a retail location. Meanwhile, a shopper on the Apple TV app is in the comfort on their own home. Most likely on the couch, leisurely browsing the app, with family or friends around. Apple TV apps offer a more casual approach to shopping and a form of entertainment.

The physical process has also changed. Instead of a shopper using their finger on a small screen they have a remote and a large screen. Shoppers can view high-resolution content on your app and navigate with the click of a button, or a swipe across the remote.

Top Considerations for Retailers

This new context requires a whole new look and feel for your app, simply scaling your current retail site or app for TV screens won’t cut it. The shopper is in a different mindset and they’re expecting a different shopping flow.

We’ve highlighted a few top retailers who have developed Apple TV apps with the shopper in mind.

Optimizing Content Display

A major focus for shopping apps is content. Many of the shopping apps we see today have interactive catalogs and shoppable videos. Houzz is a great example of interactive catalogs which give users a reason to keep coming back and interacting with the app. Their catalogs contain high quality images and shoppers can click on the products for more details.

Houzz realized that shoppers using their Apple TV app are sitting across the room from the screen, so they have taken a unique approach to displaying the product information for their catalogs. The Apple TV shopping app acts as a second screen to the customer’s tablet app, so shoppers can see the large high resolution images on TV screen and read the smaller, more detailed product information on their tablet. Keeping the focus on the images and minimizing text is a common theme across the Apple TV shopping apps available today.

Houzz Apple TV App (Source: http://blog.houzz.com/post/132155470158/introducing-houzz-for-apple-tv)

Quick Buy Buttons

QVC is a great example of shoppable videos, where buying the item you see on TV is just a click away with the “Quick Buy” button. This allows shoppers to casually browse through content and then slip away for a moment to make an impulse buy when something catches their eye. Keep in mind that shoppers won’t be using a full keyboard, so existing TV shopping apps have put even more focus on creating a simplified checkout and ensuring that the app is reusing any information already saved to the customer’s account.

QVC Apple TV App (Source: http://www.theverge.com/2015/10/30/9622962/best-new-apple-tv-apps-tvos-qvc-zillow-crossy-road)

Browsing With A Remote

Shoppers using the Apple TV app will be using a remote rather than their finger. This prevents customers from having the same kind of accuracy and freedom that they have with their finger, but when done correctly, a simple interface that’s easy to navigate can also provide an excellent shopping experience with the remote. Gilt’s Apple TV app has been designed with with this in mind. Shoppers can swipe across the remote to move between items, creating a similar experience to browsing through items on hangers in a physical store.

Gilt Apple TV App (Source: http://mashable.com/2015/09/09/gilt-apple-tv/#SZuf2wpNNkqh)

Today’s connected consumer expects you to be present whenever, wherever – and that now includes on their TV as well. By taking the shopper’s location and context into account when developing an Apple TV app, you’ll be able to create a new channel to connect with your customers.

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