This week's Internet superstars post features a collaboration between GQ and Nordstrom. These two brands have put together an integrated program that I have been wanting for years.
One may look at this post and wonder the significance of what it means. First, these are two brands that I personally love and follow for their innovative activity in the digital space. Two, I understand the dynamic of collaborating with two very iconic brands and the amount of work that goes into a partnership of this caliber.
The two brands have created an experience that is completely seamless to the consumer which should be the goal for any brands focusing on an online presence. For years retailers have partnered with traditional print publications but the disconnect was the integration of where a consumer could actually purchase the product featured on the glossy pages of the trendy media outlet.
Here's why it works:
- A subscriber of GQ magazine (or online GQ advocate) sees something of interest in an advance month's publication.
- The subscriber visits GQ.com for more info.
- The consumer find the GQ Selects area and clicks on the product library.
- Consumers can scroll through the featured images and when something of interest is appealing can click to a direct link through to Nordstrom to purchase the product.
- That product is co-branded ensuring that a consumer recognized the partnership between the two brands.
Most partnerships I've seen are either unsuccessful in terms of publication release date and product arrival in retail or do not make it easy on the consumer to click directly through to path of purchase. I applaud both parties for making this easy on consumers and creating an online experience I hope many other retailers and publications follow as best practices.
this is a really good idea!
ReplyDeleteInteresting partnership. Do you expect other companies to follow suite quickly?
ReplyDeleteOne of the most important ideas in marketing is the ability to provide the consumer with an opportunity to purchase or contact - no dead ends allowed. In this instance if the consumer is engaged with the clothing the opportunity to purchase is being provided to them to make things as easy as possible to remove the factor of time for reconsideration. This is the essence of a online conversion.
ReplyDeleteMissy, I thought so too and was pumped to see this partnership!
ReplyDeletePatrick and Joe, I would definitely expect to see this becoming more main stream and I'm sure others will follow suit very quickly. As Joe pointed out, it's critical that there is a direct path to purchase for the consumer regardless of where the consumer is engaging in content. I mean I know the easier it is for me to be one click away from a purchase the higher my chances to purchase a product or service.
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