Peterborough-based home shopping broadcaster Ideal World is entering into a unique partnership with The Range

Based on Newark Road, where it employs 250 people, Ideal World has just signed a unique partnership with national retailer The Range.

A dedicated store-in studio of The Range has now been set up at Ideal World studios and will begin live streaming the retailer’s video content to social media platforms TikTok, Instagram and YouTube from tomorrow (Friday).

The content will also be broadcast on Ideal World’s own TV shopping channel.

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The partnership between retailers and shopping channels is said to be the first of its kind in the UK and aims to “revolutionize” the way retailers sell online.

The move comes as e-commerce has started 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 on Padholme Road, said: “Making shoppable video content fun and engaging has never been more important.

TV shopping channel Ideal World has teamed up with value retailer The Range to launch a new shopping venture.

“We have seen other retailers fail due to sound and lighting issues when attempting to film in a store environment.

“Partnering with Ideal World and building a store-in-studio was a perfect solution for us.

“They have a talented team and state-of-the-art television studios from which to broadcast high-quality, shoppable video content on our behalf.” Now you can shop at The Range in over 200 stores via in-store kiosks, on the website, as well as on TV and Social media – an exciting development for us.”

Hamish Morjaria, CEO of Ideal World, said: “Our new venture with The Range is the first partnership between retailers and shopping channels in the UK and we expect more to follow.

Hamesh Morjaria, owner of Ideal World in Peterborough who has just signed a partnership deal with The Range.

“Retailers have never had a greater need for high-quality, shoppable content that can be used across multiple platforms.

“While social influencers can undoubtedly reach many audiences, our team of moderators are trained to deliver energetic and high-quality demonstrations, explaining the product in detail so they can make an informed purchase with confidence.

“That gives TV the edge.” The Range and Ideal World can also benefit from greater reach by tapping into each other’s vast customer bases.” The Range will become The Range TV with its outdoor and garden merchandise first May 27th bring to market the potential to reach over 1.2 million of its followers on Instagram and many more on TikTok and YouTube, where the retailer has a strong following base.

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