Hearst Media's Journey into Shoppable Content: Driving eCommerce Revenue Through Media

Hearst Media has been pioneering the blend of content and commerce for over a decade, setting a benchmark in the industry. Their projects span across various brands and platforms, showcasing the potential of shoppable content (Esquire, Good Housekeeping, Elle, Cosmopolitan, Harper's Bazaar).

However, for companies without Hearst's vast resources and deep pockets, it would be prudent to consider customizing an existing solution like Vendo instead of embarking on a decade-long development journey.

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What is Hearst?

Hearst is a global powerhouse in the information, services, and media sectors. Their diverse media property portfolio includes cable television networks such as A&E, HISTORY, Lifetime, and ESPN; 35 television stations; 24 daily and 52 weekly newspapers; digital services businesses; and over 200 magazines worldwide.

For years, Hearst brands have been trusted sources for product and service recommendations. Now, they're leveraging this expertise, along with their extensive data and technology capabilities, to help partners sell products in trusted, brand-safe environments.

Hearst Media's Shoppable Content Projects

Esquire's "The Esquire Edit"

Esquire, known for its sophisticated style and cultural commentary, launched "The Esquire Edit" as a way to seamlessly blend its editorial content with e-commerce. This project transforms the magazine's product recommendations into an interactive shopping experience.

"The Esquire Edit" curates a selection of products that align with the magazine's aesthetic and ethos, ranging from fashion items to lifestyle products. Each item is carefully chosen by Esquire's editorial team, lending the weight of the brand's reputation to the selections.

What sets this initiative apart is its integration into Esquire's content. Readers browsing articles about style trends or product reviews can instantly shop for the items being discussed. This creates a seamless transition from inspiration to purchase, capitalizing on the moment of interest generated by the content.

The project also allows Esquire to monetize its influence more directly. Instead of merely recommending products and hoping readers will seek them out elsewhere, "The Esquire Edit" creates a direct path to purchase, potentially increasing conversion rates and providing a new revenue stream for the publication.

Good Housekeeping's "GH Lab"

Good Housekeeping, a trusted name in product testing and recommendations, took its expertise to the next level with "GH Lab." This initiative is a partnership with Amazon, bringing the magazine's rigorous product testing process into the e-commerce sphere.

The "GH Lab" showcases products that have been tested and approved by the Good Housekeeping Institute, the magazine's in-house testing facility. This adds a layer of credibility to the products, as they've been vetted by experts known for their thorough and unbiased evaluations.

What makes this project unique is its omnichannel approach. While the products are available for purchase on Amazon, Good Housekeeping also opened a physical retail space in the Mall of America. This allowed customers to see and interact with the products in person before making a purchase, bridging the gap between digital and physical retail experiences.

The "GH Lab" effectively leverages Good Housekeeping's century-old reputation for product testing, bringing it into the digital age. It offers readers a trusted source for product recommendations with the added convenience of instant purchasing through Amazon.

Elle's "Shop Now" Feature

Elle, a leading fashion and lifestyle magazine, integrated a "Shop Now" feature into its digital content, creating a seamless path from inspiration to purchase for its fashion-forward readers.

This feature is embedded directly into Elle's articles, allowing readers to shop for fashion and beauty products mentioned in the content without leaving the page. Whether it's a trending makeup item discussed in a beauty article or a must-have fashion piece featured in a style guide, readers can instantly add these items to their cart.

The "Shop Now" feature is particularly powerful because it capitalizes on the immediate desire to purchase that often comes from reading about or seeing a desirable product. By removing barriers between discovery and purchase, Elle increases the likelihood of converting readers into shoppers.

Moreover, this feature allows Elle to monetize its editorial content more effectively. Instead of relying solely on traditional advertising or affiliate links, the magazine can now benefit directly from the sales it influences through its content.

Cosmopolitan's AR Try-On

Cosmopolitan, always at the forefront of engaging its young, tech-savvy audience, partnered with Perfect Corp to introduce an augmented reality (AR) try-on feature for makeup products.

This innovative tool allows readers to virtually experiment with different makeup products directly from their smartphones or computers. Users can see how various shades of lipstick, eyeshadow, or foundation look on their own face in real-time, without the need to visit a physical store.

The AR try-on feature addresses one of the main challenges of online beauty shopping: the inability to test products before purchasing. By providing a virtual testing experience, Cosmopolitan increases readers' confidence in their purchases, potentially reducing return rates and increasing overall sales.

This technology also enhances the interactive nature of Cosmopolitan's content. Readers can engage more deeply with beauty-related articles, trying out looks as they read about them. This increased engagement can lead to longer time spent on the site and higher likelihood of purchase.

Harper's Bazaar's "ShopBAZAAR"

Harper's Bazaar, a longtime authority in fashion, launched "ShopBAZAAR" as a standalone e-commerce platform that brings the magazine's high-end fashion editorials to life.

"ShopBAZAAR" curates a selection of luxury fashion items that align with the magazine's sophisticated aesthetic. What sets it apart is how closely it's tied to Harper's Bazaar's editorial content. The platform essentially allows readers to shop the magazine, featuring items that appear in current and recent editorials.

This initiative goes beyond simple product listings. It recreates the aspirational experience of flipping through a high-fashion magazine, but with the added ability to instantly purchase the coveted items. The platform includes editorial-style photography and styling, maintaining the premium feel of the Harper's Bazaar brand.

"ShopBAZAAR" also features exclusive collaborations with designers and brands, offering readers access to limited-edition pieces. This exclusivity adds value to the platform and strengthens Harper's Bazaar's position as a tastemaker in the fashion industry.

By creating its own e-commerce platform, Harper's Bazaar has taken control of the entire shopping experience, from discovery to purchase. This allows the brand to maintain its high standards of quality and service throughout the customer journey, reinforcing its luxury positioning.

The Build vs. Buy Decision: Implementing Shoppable Content

When implementing a shoppable content strategy, companies face a crucial decision: build a custom solution or leverage existing platforms. Hearst's approach involved significant investment in custom solutions, which took years to develop and implement. This gave them complete control but required substantial resources.

Today, platforms like Vendo offer white-label solutions that allow media companies to launch shoppable content experiences more quickly and cost-effectively. These solutions provide rapid deployment, proven technology, ongoing support, and the flexibility to customize the experience to a brand's needs.

When deciding between building and buying, consider factors such as available resources, timeline, technical expertise, unique requirements, and long-term strategy. For most media companies, leveraging a white-label solution offers a compelling mix of speed, cost-effectiveness, and proven technology.

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Hearst Media Shoppable Content Takeaways

Hearst's strategy demonstrates the potential of integrating e-commerce into editorial content. Their success lies in leveraging their trusted brand status, extensive audience data, and technological capabilities to create seamless shopping experiences within their content.

Key takeaways from Hearst's approach include:

1. Utilize brand trust: Hearst leverages its reputation to make product recommendations more compelling.

2. Data-driven decisions: They use audience data to tailor product offerings and content.

3. Multi-platform approach: Shoppable content is implemented across various media types, from print to digital to AR.

4. Partnerships: Collaborations with e-commerce giants and tech companies enhance their offerings.

5. Continuous innovation: Hearst consistently explores new technologies and formats to improve the shopping experience.

While Hearst's success is impressive, it's important to note that their approach required significant time and resources. For most media companies, moving quickly to market and testing with ready-to-customize solutions like Vendo can be a more viable strategy to compete in this space.

By leveraging existing technologies, media companies can rapidly implement shoppable content, learn from real-world data, and iterate their approach. This allows for a more agile response to market demands and technological changes, potentially leading to faster revenue growth and audience engagement. Or less expensive failures which is also a highly desired approach.

In conclusion, while building a custom solution worked for Hearst, the landscape has changed. Today, the key to competing with global leaders may lie in quickly adopting and customizing existing solutions, allowing media companies to focus on what they do best - creating compelling content that resonates with their audience.

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