Alicia’s Top 4 Picks For Retailers Successfully Integrating Content And Commerce

The convergence of content and commerce is a fairly new concept brewing within the retail industry. Many brands are integrating blogs, videos and online publications into their e-Commerce and mobile storefronts to make their presence more engaging and personable. While Ralph Lauren is one company taking the lead in this trend, many retailers are following suit. The emergence of tablet technology, in particular, has presented merchants with the opportunity to turn their brands into sought-after lifestyles, by enabling them to offer detailed images and videos, as well as in-depth product information.

Many iPad users gravitate to their devices to browse the web and check email. I, however, loyally tap into my iPad to sift through the latest collections, style tips and beauty tricks from my favorite brands. In this blog post, I will share my insights on the top four brands I believe excel in the new media landscape of converging content and commerce. These are the merchants I think lead the pack in featuring magazine-worthy articles, fun blog updates, and images that truly drive shoppers to complete purchases.

1. Net-a-Porter: Within the luxury market, it is important for brands to provide context to their items. Net-a-Porter does an excellent job by developing weekly publications with specific themes. For the Feb. 8, 2012 issue, the luxury fashion merchant uncovered top trends for Fashion Week attendees, as well as a list of New York City hangouts. When browsers click on specific items they are transferred directly to the item page. Detailed item information and 360-degree images are included to help educate shoppers and move them on the right path to purchase.

2. Sephora: Beauty, hair and skin care merchant Sephora went the extra mile to create an interactive tablet experience. With its iPad app, the retailer provides brand enthusiasts with an integrated, multi-media experience. Through the Beauty Report feature, shoppers can sift through seasonal looks and view the items required to “get the look.” Consumers can either purchase the cosmetics listed, or share them with friends and family via Facebook, Twitter and email. Visitors also can watch a detailed video tutorial to learn how they can achieve the particular makeup design, and see their progress in the Virtual Mirror. (I personally enjoyed this.) The app provides easy access to the retailer’s official YouTube site, as well as top stories occurring on the Facebook and Twitter pages. All-in-all, the app is an optimal resource for shoppers obsessed with beauty and cosmetics.

3. Gilt: The Gilt brand has a variety of avenues for women and men’s clothing, home décor, travel and food. Within each area, the company provides a luxury-inspired experience that features lush photographs and engaging content. For example, Gilt Taste includes cooking tips and recipes, and editorial-styled articles on food experiences. The merchant’s women’s section, as well as its male brand, Park & Bond, includes blogs focused on style trends and Q&As that promote upcoming sales. Although the daily sales remain a focus, the articles make the Gilt brand far more memorable than a typical flash site. 

4. Michael Kors: Michael Kors may be one of the most sought-after designers in the luxury industry. While his elite position may present him as untouchable, Kors has created an outlet to reveal his thoughts and feelings on fashion, life and everything in-between. Destination Kors is an editorial-focused site that features blogs written by the designer, as well as a collection of behind-the-scenes photographs. The site includes fun features to provide brand fans with an in-depth look into the fast-paced fashion world. Kors discusses vacation destinations in the “Travel Diary,” and shares helpful advice and anecdotes with “Michael On…” The site also contains more fashion-oriented categories, such as “Fame Frame,” which shows celebrities adorned in Michael Kors pieces. Weekly fashion tips from the designer also are provided.

Follow Alicia on Twitter for more retail content: @AliciaFiorletta