Martha Stewart Living Omnimedia Inc.
Martha Stewart Shop

MarthaStewart.com’s Shop channel pulled off a major coup in 2009. It crafted a store that felt more like a magazine

while also maintaining efficiencies in inventory and distribution. The new e-commerce channel is integrated with the Amazon e-commerce engine, but MSLO succeeds in keeping the look and feel all Martha. Whether it is the crafts associated with the current season or the latest cookbooks and “Marthaware” accessories, the online catalog is rich with content and visual style even as Amazon handles the back-end fulfillment and inventory.
Much like the main content site, the Shop channel has an editorial schedule of rotating promotions and holiday-oriented featured products. The layout is seamlessly extending the style of the MSLO content areas into the shopping experience. In fact, many of the holiday and features pieces at MarthaStewart.com flow naturally into the shopping area. The new structure allows MSLO to link to 10 distribution partners and maintain 1,400 SKUs.
Since its November 2009 relaunch, the Martha Stewart Shop channel increased overall activity 170%, with a 23% rise in unique visitors. The property gives the MSLO sales team the opportunity to offer media and e-commerce opportunities from end-to-end in the purchase funnel. The holy grail of content and e-commerce is giving people the opportunity to move from the inspiration that editorial provides to the practical application that only comes when a user has the right ingredients.

Honorable Mention:

PEOPLE/Time Inc. – PeopleStyleWatch.com: Seventy-eight percent of People StyleWatch users have been inspired to purchase products based on what they have see at the site, and People.com closes the loop on celebrity style gazing by guiding users to the shopping links and immediate gratification. From the weekly video “Who Looked Hot This Week” to the “Instant Makeover” interactive beauty tool, the new mission at the site is to bring users closer to living the fantasy.

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Martha Stewart Living Omnimedia Inc.
Martha Stewart Shop

Honorable Mention: