Dive Brief:
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Partnering with retailers Barnes & Noble, Vince Camuto, GUESS, and Levi’s, Elle magazine is making, products curated or favorited by its editors shoppable not just online but also in stores.
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The “Shop Now with Elle” feature can be found on ShopAdvisor’s mobile proximity app and RetailMeNot’s mobile coupon app.
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After downloading ShopAdvisor and/or RetailMeNot apps, shoppers can get push notifications if they’re nearby a store with the suggested buys, and special deals can be had through the program.
Dive Insight:
Elle is showing how they can work with brands to use technology to drive sales.
In August Target launched mobile shoppable ads using Shazam’s new visual recognition technology for a shoppable mobile experience. And now Elle is leveraging beacon technology through Swirl to bring shoppers to stores.
The curation by Elle’s editors is part of what makes that especially effective, according to ShopAdvisor founder-CEO Scott Cooper.
“The results were so good because of how we wired it all together,” Cooper told Digiday. “When you get an alert from your favorite magazine that's endorsing something nearby, you walk in the store and get an offer, it’s a really high quality, curated, exclusive experience.”
According to Kevin O'Malley, Elle's senior vp and publisher, Elle drove 500,000 in-store visits through the beacons in the program's first five weeks.
