SPEAKING OF MAGAZINE SHOPPING…: Marie Claire is going live with a new widget on its Web site that will let readers play a shopping version of the “hot or not” game powered by Silicon Alley startup Have to Have. But in Marie Claire’s shop or not game, readers can not only vote on whether they like a certain style — that will be picked by the magazine’s editors and include offerings from advertisers — they can click through and buy the look from an outside e-commerce site.
The concept is similar to what social shoppers find at Havetohave.com, which has more than 100,000 visitors and hundreds of thousands of products. Users have clicked through to an e-commerce site on 27 percent of the products on the site. “We are cultivating a community of shoppers who are in the mind-set and who are actually shopping; they’re engaged,” said Have to Have cofounder Carla Holtze.
This story first appeared in the September 10, 2012 issue of WWD. Subscribe Today.
Engagement is what Marie Claire is looking for, said Brent Allen, associate publisher of marketing, who said the brand’s readers are “really active” in the social space.
“This just makes it that much easier for the consumer to find [styles recommended by editors],” Allen said. The endeavor is also expected to yield a trove of data that should be interesting to all parties involved.