February 13, 2014
Glamour’s March issue
Condé Nast’s Glamour is rolling out a brand new mobile application and location that lets readers buy products straight from static magazine pages.
Glamour’s new Shop Glamour program includes both a responsive site – http://shop.glamour.com – and a free iPhone application. The selling effort integrates both advertising and editorial content to activate the magazine.
“I think that for us, mobile is increasingly becoming a pivotal platform and an incredible way that readers come to us to find fashion and grace inspiration after which may be able to take action on it’s the last piece, and we feel Shop Glamour addresses that past piece,” said Mike Hofman, executive digital director at Glamour, Ny.
“Over the past couple of years, mobile readership of our Site has grown from a comparatively small number to being nearly half all our monthly uniques, and that significant growth is truly something that helped inform the tactic of Shop Glamour,” he said.
Print-to-mobile experience
The technology is launching within the March issue of Glamour magazine. The magazine is currently seeking to deploy it into the April issue besides.
Readers may be in a position to shop from greater than 500 products straight from the magazine, that is split between advertising and editorial content.
There are roughly 20 advertisers concerned about Shop Glamour to this point, including BaubleBar, L’Oréal Paris, Maybelline, Sexy Hair and Loft.
The editorial products are compiled by Glamour’s fashion and grace editors. Greater than 200 brands resembling J Brand, Rebecca Taylor, See by Chloé, Guerlain and Shiseido are shoppable from this system.
The app includes a picture recognition feature that triggers content to be pulled in when an image with the store Glamour icon is recognized.
The image recognition technology
Consumers can either shop the goods from the page or watch a video from the app. The app also houses additional editorial content.
The purpose of the responsive site is to aggregate the entire shoppable items from the magazine into one place.
The fashion and sweetness magazine is offering a Baublebar gift with a purchase of $75 or more. Additionally, Shop Glamour users can enter to win a $5,000 shopping spree if they buy something from the positioning.
Glamour worked with Ahalife to power the brand new technology.
The shopping experience
Learning from past efforts
Glamour was experimenting with mobile for numerous years in activating print content.
In 2011, brands including Gap put SpyderLynk snaptags on print ads that would send mobile users a discount in the event that they “liked” the page on Facebook (see story).
That Friends and Fans campaign netted 512,339 reader engagements and generated $85,000 in deals (see story).
Glamour also relaunched its Site in Dec. 2012 with a responsive design. On the time, mobile was representing 25 percent of traffic (see story).
Mobile now averages between 40 to 50 percent of total site traffic, per Mr. Hofman, that is why it’s increasingly important that the logo tie together its print and digital initiatives through mobile.
By the top of 2014, Glamour expects that greater than 1/2 its monthly unique visitors will come from mobile.
“The image recognition program really enables this holistic experience of reading the print magazine after which with the ability to shop it directly out of your phone,” Mr. Hofman said.
“We’ve been very mindful of the entire mobile shopping trends that we have got heard and seen,” he said.