Zalando and RTL+ pilot innovative in-stream shopping on TV series "Gute Zeiten, schlechte Zeiten"

"User behaviour in fashion e-commerce is constantly changing. That's why we’re continuously testing how we can meet our customers' needs even better with inspiring and entertaining fashion and lifestyle content,” says Matthias Haase, Director of Zalando Content Solutions. “Our customers are inspired in many different ways. Series and films are definitely one of them. With the joint pilot project with RTL+, we can offer such inspiration paired with a direct multimedia shopping experience for the first time. We look forward to learning how customers accept this experience."

Henning Nieslony, Chief Streaming Officer of RTL Germany: "We are constantly developing our all-inclusive entertainment offering on RTL+. In doing so, we always keep a close eye on our customers' feedback. The pilot project for 'Gute Zeiten, schlechte Zeiten' is particularly exciting for us because it covers many of the wishes frequently expressed by our users. We are very pleased to be implementing it together with our partners at UFA, Zalando and Jay and to gain new insights into the use of such offers."

The new technology is implemented by the Jay technology platform, a service provided by the company transfermedia from Potsdam-Babelsberg. For this purpose, information from the production of the series is summarized, combined with the Zalando offer and transferred in real time to the RTL+ streaming app. When users pause the stream, they can buy fashion items directly from Zalando within the RTL+ experience.
 
"All information and the entire shopping process are displayed directly in the streaming app. And it's as simple and intuitive as possible. We never take viewers out of the viewing experience," says Peter Effenberg, founder of Jay.

The new in-stream shopping offer has been available for all RTL+ users with iOS, iPadOS and macOS devices since March 11th.