Publishers have shifted from building scalable audiences to seeking consumer loyalty in the pursuit of non-advertising revenue streams, and they’re trying to convert that consumer loyalty into consumer revenue.
For publishers like Clique and PopSugar, commerce revenue has become increasingly important, with over 40 percent of publishers previously surveyed by Digiday relying on e-commerce as a revenue source. If publishers want sustainable non-affiliate commerce operations, then developing shopper loyalty among their customers is critical. According to a survey of 53 publishers at the Digiday Hot Topic: Commerce for Publishers event, 77 percent said it’s important for publishers to develop shopper loyalty. (This survey did not count subscriptions as a component of shopper loyalty.)
