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Lucky magazine considers mobile monetizationBy
As of now, Lucky’s “Lucky At Your Service” application offers the option to buy online and search for editorial content with the digital shopping database Masq. This service provides retailers’ inventory to confirm a certain item’s availability to purchase. But that is the closest Lucky has come to editorial content via Apple platforms.
“We are currently considering bringing the magazine to mobile applications on the iPhone and iPad, which could incur a charge,” said Doak Sergent, excutive director, creative services of Lucky, New York.
Lucky launched in December of 2000 increased circulation from 500,000 to more than 1.1 million monthly readers. The magazine features shopping and style, showcasing fashion and how to wear it, as well as incorporating the best features of a catalog and the magazine.
Lucky’s service provider Masq provides technology solutions across print, online and mobile. Their services include brand development, brand optimization, user experience, digital design, flash design and online/offline advertising.
The Lucky application has serviced advertisers such as Lacoste, Fossil and Nine West Optical. Next month’s issue will feature Aveeno, Calvin Klein, Tria, Swimspot, HBO and Puma.
“In the past we have run ads in Lucky and other Condé Nast titles like Women’s Wear Daily,” Mr. Sergent said. “Our guerrilla campaign includes street teams, wild postings and street teams to beaches at the end of last summer to promote new features. ”
The application opens with the cover of the current issue of Lucky and then provides the consumer with the option to sign up to be the first to know about new products, shopping deals and special offers.
With five categories to choose from shoppers can narrow down the search through a selection of clothes, shoes, bags and accessories, jewelry and beauty.
At the top of the menu, Lucky features Editors’ Daily Picks and Shop Deal of the Day.
Upon selection of an item, Lucky will provide the user with the brand of the item, along with the price and the ability to find it online or simply add it to the wish list button.
If shoppers are more specific in their selections, Lucky At Your Service can also filter through price or by brand.
Application users who want can also connect to Facebook to share their favorite products.
In order to strategize the application’s marketing, Lucky At Your Service offers an incentive of a $5,000 gift bag just for taking their poll.
If the consumer has a question via general or technical, the Lucky concierge service allows them to email inquires or even offer any ideas or suggestions that shoppers may have to make the application more accessible.
Lucky At Your Service was developed as part of a cross platform buy, but in case it has been discussed to sell it separately, according to Mr. Sergent.
“When Lucky launched almost ten years ago, it changed the landscape of the print marketplace in terms of subject matter, being the first shopping magazine, therefore innovation is part of our DNA,” Mr. Sergent said. “We were one of the very first magazines and the very first in our category to come out with an iPhone application.
“We have continued to evolve and upgrade the user experience of the application since the launch and are currently exploring possible additional applications,” he said.
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