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Marie Claire lets users shop luxury designers via issueBy
Hearst’s Marie Claire is letting readers shop from more than 200 luxury brands via the pages of its September issue.
The publication partnered with Pongr for the image recognition technology used throughout the pages. With the “Snap to Buy” program, users can shop, obtain special offers, insider access and bonus content.
“The strategy is for Marie Claire to serve as the conduit between the consumer and the advertiser,” said Brent Allen, associate publisher at Marie Claire, New York. “We know our readers shop our pages and we wanted to offer them an easy and exciting new way to connect to the products they want to buy.
“The target demographic is Marie Claire’s core readership, women ages 18-44 with a median household income of $85,000,” she said. “This readership is stylish, fashion savvy and loves to shop.
Marie Claire is a fashion magazine published in 35 countries by Hearst magazines, a unit of Hearst Corp.
Pongr is a mobile and social media advertising technology company that focuses on consumer engagement via pictures, social interaction, and brand media.
Users can shop via the magazine without downloading an application or scanning a QR tag.
Readers simply look for a phone icon next to a must-have fashion item or beauty product throughout the issue and take a photo of that page.
After taking a photo, users can email it to shopMC@hearst.com or text to 617-470-4552.
Shortly, users will receive a link to buy that specific item.
Here is a full page in the magazine that lets users know about the Snap to Buy program:
“Image recognition allows all of our brands to participate, without having to force them to include a QR code onto their creative,” Ms. Allen. “Our advertisers are heavily invested in the aesthetic appeal of their advertising and we wanted to offer them a way to be accessible to the consumer without having to compromise that standard.
“For advertisers, it means that we are able to provide another consumer touch point to connect readers to their brands,” she said. “Be it a special offer or simply more information, it’s a great way for them to reach their key prospects.
“On a very tactical level, data capturing provides an excellent way for them to build an ongoing relationship with their customers.”
Snap to buy
Luxury brands advertising products via the magazine include Michael Kors, Giorgio Armani, David Yurman, Laura Mercier, Seven Jeans and Max Studios.
Here is another full page promoting designer products that users can buy via their mobile device:
Users who participate in the Snap to Buy program, can also enter the $1,000 shopping spree, view a special video message from Marie Claire’s editor in chief, Joanna Coles and get exclusive offers and discounts.
“September is the key fall shopping issue,” Ms. Allen said. “It’s the issue where most of our advertisers like to showcase their new fall campaigns and products and the issue where readers are most focused on new fall fashion.
“We are also launching a “Shop the Shoot” iPhone app in conjunction with our December issue,” she said. “It will enable users to shop the items featured in the magazine by trend, item or color.
“It’s basically a personal shopper for your iPhone.”
Rimma Kats, editorial assistant at Mobile Commerce Daily, New York
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