Harper’s Bazaar is confident that its editorial content will inspire its readers to go shopping, so it is beefing up ShopBazaar.com, the online e-commerce store that weds the fashion magazine’s editorial coverage with a full commerce platform.
ShopBazaar was launched in 2012 as a way to compile all of the products seen in its parent fashion magazine into one easy-to-shop destination. At the time, Harper’s Bazaar’s director of e-commerce Pamela Kruse (who left the company in 2013 and is now the director of digital at Burberry Americas), said that the e-commerce site was the outcome of continuing requests from readers who wanted better help finding the items they saw in the magazine.
Now, it incorporates the commerce site into the publication of the print magazine.
“Our print editors work very closely with our merchant to ensure that products they are featuring in stories can also be available for purchase on ShopBazaar,” Caitlin Weiskopf, executive director of ShopBazaar. “For example, if our market editor is featuring a new designer she’s excited about, our merchant will coordinate to bring the same designer onto ShopBazaar in time for the story to publish — allowing the credits to be available for purchase.”
Fashion magazines have continued to look to e-commerce as a way to usher in additional revenue by pairing the expertise of an editorial team with a shoppable platform. Condé Nast is busy transitioning its online property Style.com from a fashion content site into the global e-commerce hub of the publishing company. High expectations are set for Style.com, but Condé Nast has stumbled in the marriage of content and commerce in the past. Condé’s now-defunct Lucky magazine joined forces with e-commerce platform BeachMint to form a new company, The Lucky Group, in 2014, but the operation shuttered a year later.
Harper’s Bazaar, a Hearst property, named the ShopBazaar platform as one of its key components of digital growth last year. The magazine reported a 45.9 percent year-over-year audience growth, with its Web audience growing by 233 percent and its mobile audience by 139 percent. Across all platforms, Harper’s now has an audience of 8.78 million. To help drive that growth, Harper’s Bazaar is funneling resources into ShopBazaar — a minimum of four pages in the print edition are dedicated to fully shoppable content, adding up to about 200 ShopBazaar pieces per issue.
With an emphasis on the online and mobile channels, Harper’s Bazaar overhauled the ShopBazaar user experience to better compete against e-commerce companies. Called “ShopBazaar 3.0,” the newest iteration of the platform added a series of updates meant to improve the customer experience online and on mobile, as well as integrate more editorial content onto the site. Harper’s also hired a fleet of “personal stylists” who can respond to customer inquiries submitted at any point during the purchase process on ShopBazaar.com.
“Customer experience can set an e-commerce site apart,” said Tony King, CEO and founder of agency King and Partners. “And these types of operations usually fail because there’s not enough emphasis on the backend of things.”
The e-commerce site also added international shipping, faster load times and a simplified one-click checkout process. Designers like Proenza Schouler and Philip Lim were recruited to sell through ShopBazaar, and more product-driven editorial content, not found in the magazine, has been incorporated on the shopping platform.
“The Trends,” a tab on ShopBazaar.com, is a curated editor’s guide to shopping Harper’s content in an organized way. Unlike “Shop the Issue,” which allows readers to find all the products featured in the magazine online, The Trends section takes overarching ideas and timely events, like “The Ease of Spring Style” and “Fashion Month Recap,” and compiles that editorial coverage into shoppable capsule collections. They rotate out as seasons and events change.
“We see a definite spike in conversion when the subscriber copies are received, and the products that are featured in magazine are the majority of those sales,” said Weiskopf. “Plus, we work with designers on exclusive items which are only promoted in the magazine and through ShopBazaar’s digital channels, email and social, making them exclusive to our brand subscribers.”
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.