elle magazine drives 500,000 readers into partner stores
In New York last autumn, lifestyle magazine Elle linked its editorial to mobile content using alerts, vouchers and tailored offers to drive readers in-store. The result was a massive 500,000 store visits generating interest for participating brands & retailers that included, Levi’s, Guess and Barnes & Noble. Elle’s innovation taps into a booming area of retail: beacon-powered messages – a tool forecast to influence $44.5bn of US in-store retail sales by 2016 (BI Intelligence, 2015).
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There are thousands of much loved and trusted consumer magazines that could offer brands a direct line to niche consumer groups. These titles often reflect the values and passions of their target consumer and are a valuable source of information.
Who knows what the future holds? Perhaps partnerships of this nature will become more permanent with affiliate programmes or they could even generate a direct commission on sales.