Many legacy publishers are struggling for the same reasons that traditional, non-digitally native retailers did when DTC brands like Bonobos, Casper, and Warby Parker emerged. Look at the old guard of retailers – JCPenney, Macy’s, and Sears – and you’ll notice a similar trend between them and more traditional media brands: a focus on scale, rather than the customer. This loss of focus has had repercussions, such as plummeting stocks and store closures. Like big-box retailers, publishers were late to the game when it came to personalization – and some are still lagging behind. With the multitude of options available to consumers today, publishers need to take a leaf out of the influencer marketing playbook and deliver personalized, relevant experiences to readers to stand out in the crowd. Influencer marketing is flourishing because consumers relate more to the individuals they follow on social media than they can to a brand. Click Read More below for additional information.
*Condé Nast’s Allure magazine partnered with Perfect Corp., the developer of augmented reality (AR) activations for beauty products, to integrate virtual try-ons into its November issue, according to a press release. The AR-powered experience will be available in the publisher’s “Ultimate Guide to Shopping” that hits newsstands Oct. 20.
*To see the AR features, smartphone users can scan a QR code in the issue to download Perfect’s YouCam Makeup app for free. The app, which overlays digital images of makeup on the live selfie view of a smartphone camera, will showcase beauty products featured in the magazine.
*The AR experience not only showcases products used for the Allure’s cover look, but also includes “Michelle’s Most Wanted,” the top choices from Editor-in-Chief Michelle Lee. The news shows how the publisher is evolving its holiday content strategy to meet shoppers on the mobile channels where they’re spending more of their time.
Insight: Allure’s collaboration with Perfect, billed as the first of its kind, shows how publishers can provide a more engaging experience for their readers by leveraging mobile tactics, including QR codes and AR, that are increasingly used to try on products and complete purchases online. Allure designed the issue around the shopping integrations, recognizing that in-person trips are on hold for many consumers.
more at source: https://www.mobilemarketer.com/news/allure-designs-holiday-shopping-issue-around-virtual-try-on-experiences/586964/