Macy’s and Sephora are among Lucky’s initial retail partners in the new MyLuckyMag.com ecommerce site, which lets readers buy products featured in the magazine using their iPad, Kindle Fire or Nook Tablet devices.

MyLuckyMag.com will be integrated across all Lucky content and will be optimized for tablets and desktop, with smartphone optimization to come early next year. Lucky magazine has also introduced new digital editions of the magazine for iPad, Kindle Fire and Nook Tablet in which subscribers can purchase the items seen on the pages directly from their devices.

“Interactive print through mobile is a key focus because it enriches content across all platforms and allows for deeper discovery and deeper engagement – a true companion to the magazine,” said Maura Randall, Digital Managing Director at Lucky.  

“The Lucky user will be able to collect favorite items from any Lucky experience, including print, and recall those items in the store or near the store to help her make her purchasing decision,” she said.

Lucky is a shopping and style magazine published by Conde Nast.

Omnichannel readers
Via MyLucky, readers will be able to shop thousands of products from many of the different brands found in the pages of Lucky magazine. Partners participating in MyLucky include Macy’s, Sephora, Dior, A/X and Lancome, who will be launching interactive brand boutiques.

American Express is another partner and will be providing special offers to users.

A MyLucky product page.

“Lucky realizes that their readers are omnichannel and, just like a retailer, they need to be able to service their customers on their phones, at home on a tablet and on desktop,” said Diane Zoi, vice president of business development for Revel Touch, Los Altos, CA.

“They have also figured out that touch devices offer an opportunity to provide a truly different experience, especially for their magazine, which is all about shopping,” she said.

“Lucky has this magazine that has been creating shopping inspiration for years, then readers go off and shop online. They said, why don’t we enable commerce here so reader don’t have to leave our site and shop right here.

In the branded boutiques, users will be able to search for products by categories and make a purchase.

Shoppable editorial
MyLucky and the digital edition of the magazines use Revel Touch technology to integrate product feeds from brands and retailers directly into editorial content and brand-specific shops. As a result, users see the most current product availability and pricing.

Other retail partners for MyLucky include Net-a-Porter and Saks Fifth Avenue.

The first elements of the MyLucky platform will launch August 17, featuring shoppable editorial, branded shops and a universal shopping cart.

Additionally, MyLucky will inform users when items in their shopping carts go on sale.

On Aug. 31, the platform will be expanded to include an optimized experience for the iPad, Kindle Fire and Nook Tablet. Android tablets will be added later.

MyLucky will also be integrated into the soon-to-be launched Lucky Community, which will expand daily features on LuckyMag.com through content created by bloggers.

The ecommerce platform will continue to be expanded throughout the fall to include public and private stickers, integration into social channels and personalized product recommendations.

The new digital edition of Lucky magazine is also available for the iPad, NOOK Tablet, and Kindle Fire, providing readers with access to instantly shoppable products, exclusive deals, behind-the-scenes videos and shopping advice.

“We understand the importance that smartphones play in the shopping process for research, price comparison, discovery, sharing and more,” Ms. Randall said.

“We are making a significant investment in the redesign of our Lucky Shopper app to be very keenly focused on addressing those user needs as well as continuing to optimize luckymag.com for our mobile users,” she said. “We will also be launching some new surprise functionalities based on our own unique research on the Lucky mobile user.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York