MASTER THE DETAILS: Details is making a bid for e-commerce through a yearlong partnership with MasterCard.
The Condé Nast-owned men’s magazine will debut its virtual store Tuesday, which is timed to the release of its July grooming-centric issue.
For the launch, Details will offer grooming and fragrance products, of which the majority — 115 to be exact — are pulled from the magazine’s grooming guide. Selected by editors, the products will be available at shop.details.com.
MasterCard is responsible for back-end operations with checkout being processed through MasterPass ShopThis technology. This provides customers with a Details-branded universal shopping cart. All product fulfillment will be handled by MasterCard’s retail partners, which include Saks Fifth Avenue and Skin Care RX.
If the partnership sounds familiar, it’s because Condé Nast has a similar deal with MasterCard for its Allure magazine. Neither title gets any revenue directly from the partnership, though.
So how does Details benefit?
“What this does for us is that it allows us to test the waters in respect to e-commerce,” Dan Peres, Details’ editor in chief, said. “It allows us to see what our audience is responding to; it boosts traffic and engagement.”
Details said Web traffic is between 1.6 million and 1.8 million unique visitors a month. Pumping those numbers up would likely translate to more digital advertising dollars, Peres said, explaining that, down the line, the title will introduce sponsored content from brands featured in the e-commerce shop (and yes, it will be clearly labeled).
He noted that Details will expand its retail grab to include fashion and accessories in the fall, and gear and lifestyle products timed to its annual gift guide for holiday. These categories also will be handled through MasterCard.
Peres said he wasn’t bothered by wearing the hat of merchant, while also acting as editor. In fact, he contended it is a role that has been central to his job for some time.
“We are essentially market editors for our readers,” he said. “The editorial team is still applying the same editorial filter. [Unlike a merchant] I don’t have to worry about inventory or markdowns. We cover brands that we believe are consistent with what the user or reader wants.”