For publishers, the holy grail is to “engage, interact, and convert without leaving site,” according to Gary Portney, founder of Streamwize. Advertisers get their conversion, and publishers keep their consumer on-site.
That’s why ShopBAZAAR, the ecommerce presence for fashion magazine Harper’s Bazaar, decided to license Streamwize’s “fractal content,” technology which creates browsable boxes on a website for deep in-page engagement with brands.
ShopBAZAAR is “a convergence of pure editorial content and commerce,” described Anne Welch, associate publisher and general manager for Harper’s Bazaar, who focused on the ecommerce site.
In the magazine, items tagged with a “B” signify they can be purchased on ShopBAZAAR. As part of an advertising buy, brands can purchase placements in the print magazine, the digital version or as dedicated boutiques on ShopBAZAAR. These “dedicated boutiques” are sold like advertising for a flat fee, not through a revenue-sharing agreement.
The women’s clothing brand J.McLaughlin was the first to try out the dedicated boutique using Streamwize. Compared to its boutique the previous year without Streamwize, average time on the J.McLaughlin page increased 36% year over year. The increase in page views per entrance, defined as the number of clicks after a user first engages with the Streamwize box, was 80%.