Seeing an outfit on TV can create an immediate urge to shop. Finding it can require considerably more commitment, including, in one case, a connection at Netflix and six weeks of patience. This episode looks at the distance between inspiration and purchase, what makes a product recommendation relevant, and why measuring shoppable TV like retail search can miss the value of both.
Welcome to Modern Marketing and Measurement. Bryan Quinn, CEO and Co-Founder, Shopsense AI, joins us to discuss what it takes to connect the products people see with shopping experiences they actually want to use. From changing fashion preferences to the influence of Yellowstone on his own wardrobe, Bryan brings practical examples and humor to a conversation about product data, advertising relevance, and the budget silos that keep discovery and purchase too far apart.
Five Key Talking Points
- Relevance has a measurable effect. Bryan says testing a new version of Shopsense’s model produced an almost 25% increase in consumer click-through rates. He also discusses how engagement drops when recommendations favor better commercial terms over a product’s relevance to the shopper.
- The moment and the person both matter. Context and audience knowledge can work together to make a recommendation useful. Bryan explains why separating those capabilities across search, social, and programmatic teams can limit their value.
- Shoppable TV needs appropriate benchmarks. Someone watching a show is in a different frame of mind from someone searching for a product on a retailer’s app. Bryan argues for measuring TV’s influence alongside later activity, rather than judging it solely by immediate purchases.
- Product recommendations depend on product data. Inconsistent descriptions, misplaced fields, and different ways of reporting availability can prevent products from being understood or recommended. Bryan shares what Shopsense learned while working with retailer feeds.
- The shopping journey should be easier than the workaround. An Emily in Paris outfit hunt and Bryan’s Yellowstone-inspired purchases illustrate how content already influences shopping. He sees an opportunity for production, wardrobe, advertising, and commerce teams to work together more closely.
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