Awards co-presenter Bonnie Fuller
TechWeb's Internet Evolution team (photos by Yumiko Tsukada)
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Winner: InStyle for Instyle.com Shopping
So many magazine brands are looking for an e-commerce channel to open online. InStyle.com, meanwhile, has been stoking its groundbreaking shopping experience for over three years. Complementing its in-book editors’ shopping picks, the Web-based InStyle Shopping is a deep database of deals aligned with celebrity style. The beauty of this shop is that InStyle doesn’t silo the experience away from its richer content. The new Designer Central feature pulls together fashion shows, red carpet events and a shopping experience so the user can identify designers and goods across several axes at once. Those “Ooh, I like that” moments of thumbing through a magazine get turned into instant shopping opportunities as the InStyle Shopping experience reaches across the site to tell users who made it, what it costs and where they can find it. The database of products is kept fresh so new styles appear under visitors’ mouse clicks as quickly as they move from fad to fashion. In the past year InStyle has also added an alerts system that notifies shoppers via email when a mark-down on their favorite items occurs. Much more than another online shopping add-on, InStyle Shopping demonstrates how an integrated e-commerce experience aligns perfectly with the way that celebrity and fashion-conscious readers use a magazine. It turns a content experience into a service.
Honorable Mentions:
Allure Magazine for Allure Virtual Store: Elsewhere 3D anything is a gimmick, but Allure’s Virtual store used 3D renderings and Flash animation to bring the shopping experience alive online for thousands of visitors and scores of high-end brand clients.
AutoWeek for AutoWeek Gear Store: Welcome to the shopping garage. With artful graphics and a deft use of editorial, AutoWeek made its branded gear shop an experience that matched the design of the site and the magazine.
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