BREAKING NEWS & VIEWS
People Stylewatch.com Splices E-Commerce Into New Video Format
Monday, September 10, 2012
Joyus uses a novel blend of e-commerce and video. A series of on-air personalities walk the viewer through style ideas in a video clip while links to the relevant items and deeper detail, buy buttons, etc. float around the clip. This series with People Stylewatch will feature brands such as Kris Nation, Gorjana, Chloe + Isabel, among others. The business model for the partnership represents an e-commerce revenue stream for People, a split on sales. Ruderman illustrates how accessories and clothing look in different configurations and notes where trendsetting celebrities are also sporting the look.
The first video in the series goes live this morning at the sites. The series will run for 16 weeks, with a new episode each week.
Ruderman will host all the videos in order to keep the People Stylewatch editorial voice front and center. Her videos were shot at the People Stylewatch offices. The items featured were kept at or below the $100 price point.
Min asked People Digital general manager Liz White about the increased role of e-commerce in the brand’s business model.
Min: How important is e-commerce revenue becoming to the PSW business model and with People.com in general?
White: E-commerce is a natural extension of the People StyleWatch business model given the brand’s focus on providing style inspiration at accessible prices. We’re constantly exploring new ways to add value on both the consumer and revenue side which is why the Joyus partnership makes so much sense for us. It gives the shopping experience a show-and-tell feel, which is different than anything we have done before. It also allows us to lend an editorial voice and direction to the shopping experience in an organic way.
Min: What e-commerce programs have already proven successful?
White: We’ve added e-commerce to most of the People StyleWatch.com franchises including “Shop our Editor’s Picks,” “Deals & Shopping,” and “Get the Look for Less.” More than half of the style content is shoppable on the site, and we’ve seen positive results from users. The editorial team is identifying ways to incorporate commerce into content where it makes sense in a fun, engaging way. We want to provide e-commerce that compliments the content and provide expertise and recommendations at the point of sale.
Min: Since tablets are becoming a shopper’s paradise are there any plans to take some of these c-commerce and video –commerce models to the tablet or mobile?
White: With 2.4 million monthly uniques coming to People.com on the tablet we think there is a huge opportunity to expand our commerce efforts, especially as we come up on the holiday shopping season.
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