POP GOES THE INNOVATION: PopSugar, which owns ShopStyle, uses its content to drive traffic to the fashion shopping search engine. And to make sure that everybody leaves with everything they wanted, ShopStyle is rolling out a Universal Cart that will allow consumers to to use a shopping cart with items from multiple retailers and check out in one swipe, rather than going to each retailer’s checkout. “We’ve been testing this since January and continue to test and refine it,” said Brian Sugar, co-founder and chief executive officer of PopSugar. “We could potentially roll it out this holiday season. We’re trying to make the experience better for the consumer, which in turn will drive more sales and higher average orders.”

PopSugar also introduced Photo+, a native advertising solution that scales across desktop and mobile devices. Photo+, which takes clean, large-format photos from brands, creates an immersive experience, Sugar said, adding that Photo+ can be used on Facebook and Pintrest and integrated into polls, product galleries and store locators. PopSugar found found that photos are the leading media type engaging its audience and the most natural solution to integrate its brand partners. “We’re a very visually-driven content company,” Sugar said. “From Brad and Angelina getting married to fashion week to amazing food, the visual nature of how our readers and audiences are interacting with us made this an obvious next step. Photo+ allows marketers to take photo content and distribute it to our audience of more than 20 million people, predominately females, between the ages of 18 and 40. We found a balance between allowing our advertisers to be engaged and integrated without overwhelming our audience.”

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