NBCUniversal’s One Platform Commerce has struck a deal with Wells Fargo Credit Cards, offering cardholders who purchase products seen via NBC TV platforms exclusive benefits.

The deal will access “shoppable” content across shows such as Bravo’s “Project Runway,” NBC “Today” segment “Jill’s Steals and Deals,” and “Shark Tank” on CNBC.

The effort starts on June 14, on Bravo’s “Project Runway'' season premiere. Viewers can shop hair care products and the fashion designer’s outfits  directly from the show all season long using NBCUniversal’s Must ShopTV ad innovation.

Fans of the show who scan a QR code on linear or streaming using a mobile device, will be taken to a website where they purchase products through NBCUniversal Checkout.

NBC One Platform Commerce marketplace launched in 2019, as a “checkout engine” across 12 NBCUniversal properties, including live sporting events, Bravo’s “metaverse shopping experience”, broadcast and streaming content, and digital shoppable articles.

In February of this year, NBC started shoppable ads on Peacock.

Last year, NBCUniversal expanded its efforts to  parent company Comcast Corp pay TV business customers on its Xfinity service. This includes a remote control function where consumers can say, “Shop,” into their Comcast Xfinity remote and make a purchase.