• This month, Walmart launched its first shoppable feature film, "Jingle Bell Love," with Roku.
• It's ramping up its efforts this holiday to get people to shop while watching TV.
• Walmart made some key changes to its shoppable entertainment strategy this year.

Walmart is making its biggest push yet this holiday season to get people to shop while watching TV by debuting its first feature-length movie.

Last year, Walmart brought viewers "Add to Heart," a rom-com series with integrated shopping features that was designed to be watched on social media. It's building on that this year by sponsoring its first "shoppable" feature film, "Jingle Bell Love," which is a Roku Original movie.

"Jingle Bell Love" is streaming now on The Roku Channel. Here's the logline: Jack Cooper, played by Joey McIntyre from "New Kids on the Block," visits his late wife's hometown for Christmas and gets more than he bargained for when his 10-year-old daughter matches him up with a local shop owner (Michelle Morgan).

Last year's "Add to Heart" was a test for Walmart to see if it could get people to shop directly while watching episodic TV. Online reviewers were mixed in their assessments: Some said the quality of the series was decent while others criticized the script and said the shopping experience felt clunky.

Walmart didn't share specific results of last year's experiment but made some key tweaks this time around:

• First, "Jingle Bell Love" is a feature film. Walmart learned that the longer people watched, the more likely they were to shop, and it hopes a film will encourage people to watch from start to finish.
• Walmart also produced "Add to Heart" itself, while "Jingle Bell Love" is a Roku production.
• "Add to Heart" crammed 330 shoppable products into the show. "Jingle Bell Love," in contrast, doesn't have any direct product integration. Instead, there are two "shoppable moments" featuring overlays with five Walmart products that are contextually relevant to the scene that people can buy directly on their TVs.
• During its "Add to Heart" launch, Walmart found people wanted more and easier ways to shop. This year, it's added the ability for people to link their Walmart and Roku accounts by clicking an ad on the screen with their remote, which sends a prompt to their phone to sign in to Walmart.com. From there, whenever a Roku user reaches the checkout screen, their Walmart payment details are pre-populated so they can buy with a single tap.

"'Add to Heart' was one of the first times that we really created that fully shoppable type of video experience," Aimee Roesler, senior director of social commerce at Walmart, told Business Insider. "One of our key insights is that it can be very hard to shop from your remote control."

Are people ready for shoppable TV?

Retailers have been pushing "shoppable TV" — where people can buy products straight from their TV sets — for some time as they try to drive sales and media companies try to connect ads to business results.

For instance, during the CMT Music Awards in April, Paramount used QR codes to try to get people to buy items inspired by the red carpet looks. NBCUniversal had a tool that let people order food while watching the Olympics this summer.

Still, there's been a big challenge for these efforts: Shopping on TV isn't the most natural behavior for viewers. Add the fact that shoppable TV doesn't always fit neatly into ad agencies' buying practices, and it's been slow to take off.

Christopher Vollmer, a partner and managing director at UTA's MediaLink, said retailers and media companies have gotten smarter about shoppable TV, knowing video content is where most consumers discover new brands and products. He sees them increasingly prioritizing premium content environments like sports for their efforts, as that's where there are big, live audiences. This year, for example, Walmart and NBCUniversal are bringing shoppable ads to a Thanksgiving Day NFL game.

As the biggest US retailer, Walmart has a strong incentive to figure it out. The company has been experimenting in many ways. It's trying shoppable ads on social media, gaming platforms, and streaming TV.

Walmart said Roku was a natural partner, as 78% of the platform's audience are Walmart shoppers. Despite the large customer overlap, in the past couple of years of testing, Walmart said 70% of its shoppers from Roku were new to Walmart.com.

"Now we've gained a new type of shopping behavior and a new customer who has typically shopped our store now is shopping our store and our website, which is very, very exciting," Roesler said.

"Jingle Bell Love" isn't the only way Walmart will try to get people to shop from their TVs this holiday season. It created four videos — inspired by the YouTube ambient room trend — that are meant to immerse the viewer in a pleasant environment. All are shoppable with QR codes linking to decor and gifts sold at Walmart. The rooms portray a cozy chalet, a festive holiday party scene, Santa's reindeer in flight, and Luke's Diner of "Gilmore Girls" (an example of Walmart's effort to integrate itself into the culture). They'll be streamed on YouTube, YouTube TV, and Roku starting December 3.

Shoppable ad breaks will also pop up during a family movie night series in which Walmart is teaming up with Roku to offer classics like "Stuart Little" and "Miracle on 34th Street" on The Roku Channel.