Net-a-Porter’s in-house print magazine, Porter, may has relatively small circulations, but it boasts purchases through the e-retailer’s website and its affiliate brands with buyable content. On average, an issue of Porter features 500 piece of buyable items, enabled by Net-a-Porter’s mobile app. When readers flip through Porter’s pages, they can scan each page to find more information on the items presented on the page, as well as tapping on the buy buttons to order the items within the app. The London-based fashion e-retailer first launched the magazine in February 2014, and, based on a survey it conducted last year, the buyable items had been scanned 85,000 times, an interaction rate of 78%.
What Brands Need To Do
This shoppable magazine from Net-a-Porter provides a great examples in how brands can leverage their branded content to reach customers and convert those eyeballs into sales. As consumers become more and more comfortable with shopping on smartphones, with mobile commerce now making up over 30% of all U.S. ecommerce sales, it is up to retail brands to figure out new way to use buyable content on mobile to move shoppers down the sales funnel.
For more details on how retailers can better utilize customer data to connect with shoppers across channels. check out the Boundless Retail section in our Outlook 2016.