E-Commerce
Why are shoppable magazines relevant to the consumer?
• Consumers want to be able to see something they like while reading their favourite magazines online and ordering product immediately – ‘Click and Buy’
• Product within the context of high quality magazine content creates more interest and relevance for the consumer and their lifestyle
• Experienced editors are trusted for their recommendations and styling, whether it’s fashion, home décor, beauty products to ‘get the look’ and travel
• Convenience
belief is it does and is a major factor in conversion of shopping to purchase, particularly among the affluent consumer who tend to be impulse buyers.
Many online shoppers have been awaiting the advent of truly shoppable magazines. Some ecommerce sites have made small steps towards this by creating editorial features that allow ‘click and buy’. However, many online ‘shoppable magazines’ still resemble online catalogues where you still have to venture ‘to the back’ of the magazine to shop the products that were featured. A true ‘click and buy’ feature allows the consumer to click on a product within the magazine content.
The next trend in online shopping is also translating to video commerce or shoppable video. Brands already implementing this include Gucci, Burberry, Barneys, ASOS and Target, providing links and a right hand toolbar on where to buy all of the items featured in the video. Click on the image above to be taken through to Gucci’s webpage if you want to see this in action.
However, staying ahead of digital innovation does not come without a price, with the FT reporting that Burberry are now spending 60% of their marketing
There are also benefits to the media companies, as Hearst has highlighted: • attracting affluent online consumers
• collecting data and analysis of consumer behaviour across media and shopping
budget on digital.
It is also interesting to observe that during a time when online media and commerce are forging new opportunities, traditional media giant Time Warner is spinning off its publishing division by the end of the year. There is a sea of change occurring and media companies are waking up to the inevitable, which is something I witnessed in the mid-90s when I consulted for record companies who were continuing to print CDs (very profitably) and wouldn’t accept our advice to start moving into the digital age. Then of course they were shocked into action when Apple’s iTunes innovated from outside of the market as soon as the late 90s, changing how consumers shopped for music forever.
This is a wakeup call for all media and e-commerce companies. Their offerings are centred around the consumer, with their buying habits now largely being dictated by digital. These companies need to be fast to keep up with movement we are witnessing.
33 entrepreneurcountry
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58