8 Ways to Ensure E-commerce Earns Dollars Without Burning Your Brand
The brand, which Welch describes as "so BAZAAR," is paramount. Now, the BAZAAR community can enjoy the magazine, website, email campaigns and more, and have the look and the feel of a unified ecosystem. "Every story will have its fair share of credits, which will link the customer to ShopBAZAAR, where she can buy what she loves," says Welch.
Essential to this model is collaboration between the editorial and business teams, says Welch. She also noted that publishers' e-commerce expectations should be measured, for they will not meet the same milestones of success that are expected of high-volume e-retailers. "We can't try to be a low-priced, high-volume [retailer]. That is not BAZAAR."
The BAZAAR team has worked hard to market all of their publications, regardless of platform. Their email campaigns have an impressive 20% open rate, says Welch. The print magazine features 50 to 100 products in every issue that include an icon, a visual prompt to alert the reader to its availability on ShopBAZAAR.
6. Be Nimble & Experiment
Fear, uncertainty -- these things are great motivators, and there's no shortage of either among magazine publishers today. It is a new world out there, with a climate better suited to the brave and adventuresome.
"Twenty years ago, when a few publishers started producing custom publishing, that was thought of as revolutionary at the time," says Dwell Media's O'Connor Abrams. "Now, Time Inc. has a whole new business based on this strategy. That was an experiment, and it worked, and we all continued to do it."
"Experiment-call it what you will -- it is simply a discipline by which you manage your business and your brand," says O'Connor Abrams, noting that Dwell Media is "constantly testing" new e-commerce strategies-not all of which have been resounding successes.
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