ELLE has announced that readers in America will be served up style content from the September issue directly to their mobiles when they walk into partnering stores.
The publisher expects to reach over 27 million US consumers through the ‘Shop Now! With ELLE’ campaign as it serves up exclusive content and offers from retail partners when readers are within range of a store. The concept involves presenting consumers choices of a variety of brands both online and on mobile, with a special promotional feature starting in the print version’s 30th anniversary September issue (pictured).
ELLE will use parent company Hearst’s own geo-location marketing platform Swirl Networks, which it heavily invested in earlier this year, to deliver content to mobile users.
It will run also through personal shopping app ShopAdvisor and coupon app RetailMeNot to offer discounts when they are within range of a beaon or geo-fence.
Consumers live their lives via mobile access. The Shop Now! experience offers a direct link to them via relevant fashion/beauty content that engages and strengthens the connection and access to their favourite brands. Another core benefit—it is a retail traffic-driver for our partners.
Senior Vice President and publisher of ELLE, Kevin O’Malley.
The timing of ELLE’s geo-marketing effort is intended to help the title stand out amid the typically feverish competition between the weighter-than-usual fashion print magazines, as the leading designers and retailers promote their upcoming clothing lines for the coming year in magazines’ September issues.
The brands launching with Shop Now! include Barnes & Noble, Levi’s, Vince Camuto, and Guess.
‘Shop Now! With ELLE’ will run until 25 September.