{"id":17706,"date":"2018-10-09T10:10:09","date_gmt":"2018-10-09T08:10:09","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=17706"},"modified":"2018-10-15T13:44:11","modified_gmt":"2018-10-15T11:44:11","slug":"magazinepagina-retailschap","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/magazinepagina-retailschap\/","title":{"rendered":"Magazinepagina? Retailschap!"},"content":{"rendered":"<p><em>Consumenten die na het zien van je campagne direct tot aankoop overgaan: dat moet voor veel adverteerders een ideaal scenario zijn. Pure accountability (en de reden dat in het verleden vaak voor digitaal gekozen werd). Wij zijn zeker niet de enigen die opvalt hoeveel voorbeelden van \u2018directe-verkoop-na-campagne\u2019 recentelijk voorbijkomen in de internationale vakpers. Met magazinemerken in de hoofdrol welteverstaan.<\/em><\/p>\n<h3>Amazon Smile<\/h3>\n<p>Het moge duidelijk zijn dat uitgevers van magazinemerken momenteel hard werken om de afstand tussen magazine en kassa sterk in te korten. Eerder dit jaar al maakte Hearst een grote stap door een deal met Amazon te sluiten om SmileCodes in Cosmopolitan en Hearst te plaatsen (<a href=\"http:\/\/www.magazinemedia.be\/nl\/smile-je-bent-op-amazon-via-magazines\/\" target=\"_blank\">lees hier meer<\/a>).<\/p>\n<p>Maar ook InStyle (Meredith) gaat nu met de online retailer in zee om \u2018automated ecommerce\u2019 aan te bieden, omdat hun lezers die moderne shopping-ervaring nou eenmaal verwachten. De jaarlijkse Reader\u2019s Choice Awards van InStyle (mode en beauty) was de aanleiding om deze samenwerking op te zetten waarbij Amazon een aanbod heeft voor alle in InStyle getoonde producten.<\/p>\n<h3>De kortste weg naar de kassa<\/h3>\n<p>Ondertussen lanceert Cosmopolitan met warenhuis Macy\u2019s een Augmented Reality toepassing die lezers in staat stelt om de producten uit de \u2018Cosmo-beautylook\u2019 virtueel uit te proberen. Middels deze zogenaamde \u2018YouCam Makeup facial-mapping technology\u2019 kunnen de producten die goed bevallen bovendien ook ineens aangeschaft worden.<\/p>\n<p>Maar de kortste weg naar de kassa gaat niet alleen voor cosmetica en mode op: ook home deco-magazines beperken zich niet langer tot inspiratie alleen. In eigen land hebben we natuurlijk VT Wonen, gestart als Nederlands home deco-magazine, dat zich nu neerzet als \u2018De leukste woonwinkel van BE\u2019(<a href=\"https:\/\/www.vtwonen.be\/\" target=\"_blank\">klik hier<\/a>) en daarmee het ondscheid tussen magazinemerk en retail helemaal wegvaagt.<\/p>\n<h3>Van pagina tot verkoop<\/h3>\n<p>Aan de andere kant van het kanaal ontwikkelde TI Media (voorheen Time Inc. UK) onlangs een app waarmee lezers van al hun home deco-bladen* een inspirerend interieur op de pagina direct in een aankoop kunnen omzetten. Elke afzonderlijke titel behoudt zijn redactionele toon en onafhankelijkheid. In de app kunnen lezers hun magazine selecteren, de paginanummer en het product ingeven en direct tot aankoop overgaan, het product bewaren of meer informatie opvragen. De uitgevers krijgen zo nog meer informatie over leesgedrag.<\/p>\n<p><em>*Livingetc, Ideal Home, Style at Home, Homes &amp; Gardens, Country Homes &amp; Interiors<\/em><\/p>\n<p>Bron: <a href=\"https:\/\/www.mediapost.com\/publications\/article\/325453\/cosmo-taps-augmented-reality-for-virtual-try-ons.html\" target=\"_blank\">Mediapost<\/a>, <a href=\"https:\/\/www.fipp.com\/news\/industrynews\/ti-media-launches-new-shopping-service-homes-magazines\" target=\"_blank\">FIPP<\/a>, <a href=\"https:\/\/www.mediapost.com\/publications\/article\/325516\/instyle-partners-with-amazon-for-ecommerce-reader.html\" target=\"_blank\">Mediapost<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><em>MAGnify 2018 is voorbij. Was u erbij? Bekijk de video van <a href=\"http:\/\/www.magazinemedia.be\/nl\/magnify-2018-the-video\/\" target=\"_blank\">MAGnify 2018 hier<\/a><\/em><\/p>\n<p><em>En de foto&#8217;s <a href=\"http:\/\/www.magazinemedia.be\/nl\/magnify-2018-was-magnificent\/\" target=\"_blank\">vindt u hier<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumenten die na het zien van je campagne direct tot aankoop overgaan: dat moet voor veel adverteerders een ideaal scenario zijn. Pure accountability (en de reden dat in het verleden vaak voor digitaal gekozen werd). Wij zijn zeker niet de enigen die opvalt hoeveel voorbeelden van \u2018directe-verkoop-na-campagne\u2019 recentelijk voorbijkomen in&#8230;<\/p>\n","protected":false},"author":2,"featured_media":17708,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[1545,1851,1858,814,1554,1131,806],"class_list":["post-17706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-inspiration","tag-amazon","tag-cosmopolitan","tag-instyle","tag-magazinemerken","tag-meredith","tag-retail","tag-vtwonen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Magazinepagina? 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