In Allure’s view, there is a point where editorial content meets commerce, and the digital universe makes that intersection all the more seamless.

This story first appeared in the March 20, 2015 issue of WWD. Subscribe Today.

That’s the thinking behind Allure magazine’s collaboration with MasterCard Labs, which aims to streamline the process of flipping through the pages of a magazine for inspiration and making a purchase.

“We want people to act on their impulse,” said editor in chief Linda Wells during a presentation with MasterCard Labs called “Beauty Meets Tech: How to Shortcut, Streamline and Spark the Path to Purchase.”
In Wells’ view, “Connecting that content to commerce is where the magic happens.”

She noted that Allure has found the average woman searches more than seven sources of beauty information before she buys. “That moment of impulse actually vanishes,” she said.

John Sheldon, senior vice president and group head of innovation management of MasterCard Labs, demonstrated the Shop This button on the digital version of Allure and its Web site. It allows the product to “be there right at the moment of impulse.” All shoppable items, despite what vendor is selling them, are then placed in the same shopping cart and purchased with one checkout. Wells and Sheldon said the Shop This functionality could one day extend to the ads found in Allure. “We know consumers look at ads for inspiration,” Wells said.


Readers-turned-shoppers can research the products through Allure’s editorial features.

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