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Time Inc.’s All You takes mcommerce efforts up a notch with digital watermarksBy
Time Inc.’s All You is upping its mobile investments to give consumers more ways to shop from the lifestyle magazine’s content.
The value-geared magazine is expanding on a partnership with Shopadvisor earlier this year to roll out commerce to its static print pages in addition to existing tablet shopping features. In addition to driving instant sales, All You’s mobile shopping also lets readers waitlist items that can be bought later when the price drops.
“All You’s definitely a shopping magazine, and when someone is interested in it and is flipping through it, instead of going online, they can now immediately connect, and if they want to they can either buy something directly or they can even add it to a watch list,” said Matthew Szerencse, market development manager at Digimarc, Beaverton, OR.
How it works
All You’s November issue will include digital watermarks to let consumers shop from the gift guide section and in two fashion stories.
When consumers browse through the issue, orange icons prompt consumers to scan the page with the Digimarc Discover app to shop the item.
There is also a full page in the front of the book that describes how the technology works.
Once the app detects the image, a branded landing page is brought up to let the consumer shop the item straight from Shopadvisor’s platform.
The initiative builds on a partnership between All You and Shopadvisor earlier this year that lets consumers shop from the tablet edition of the magazine (see story).
Shopadvisor’s platform then pulls in the item with links to different retailers and prices that the product is available from.
From there, consumers can either buy the item on the spot or add it to a watch list, which triggers an email alert when the price drops.
The November issue of All You is available at newsstands beginning today.
Then in the December issue, All You will expand the initiative to let consumers shop from the entire magazine. Consumers will also still be able to shop from the tablet edition.
The Digimarc Discover app is available for free download in Apple’s App Store and Google Play. In addition to synching with the All You content, consumers can use the app to scan any of Digimarc’s other mobile-enabled content from brands and publishers.
Pouring money into mobile
All You is not the only Time Inc. brand investing in digital watermarks.
Earlier this month, MyRecipes tapped digital watermarks for the second time to place mobile calls-to-action in its new Easy Meal Maker cookbook (see story).
The book incorporates recipes from All You as well as five other lifestyle titles: Cooking Light, Real Simple, Coastal Living, Health and Southern Living.
In All You’s case, doubling down on mobile streamlines the print-to-commerce experience and can be used by the magazine to capture quick sales from readers that want to buy something featured within the pages instantly.
All You reports that 84 percent of readers use their smartphone versus the 74 percent of the general public who do the same.
Additionally, 45 percent use a tablet to shop compared to 31 percent of the general population.
“We personally feel like this is going to be the future,” Mr. Szerencse said.
“All magazines are going to be doing this,” he said. “Once you see something and you’re interested in it, it just kind of makes sense [to say], ‘Well, why can’t I take an action right now?’”
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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