Posts tagged with "Shopping"

Everything old is new again: ‘Architectural Digest’ relaunches ‘Clever’ for young, design-savvy readers

May 5, 2020

Conde Nast’s Architectural Digest, the venerable shelter magazine that’s celebrating its 100th birthday this year, is today rolling out a relaunch of its Clever digital brand, in hopes of reaching a young, design-savvy audience, Advertising Age reports.

 

Architectural Digest first launched Clever in October 2017 as a dedicated digital brand for 18- to 34-year-olds (versus the over-50 demographic that follows the main brand). The point was to leverage the magazine’s expertise and reputation to speak to a younger, design-savvy audience that might not be quite ready to use the world-class (and pricey) architects and designers whose work dominates the pages of the print mothership.

Clever’s editorial mission is about sharing “real-life design advice that’s both practical and inspiring,” Amy Astley, AD’s editor-in-chief, told Ad Age. Now, “After nearly three years of steady growth and engagement—with an increasingly wider readership, from renovating homeowners to redecorating renters—it’s time to take Clever to the next level.”

Astley charged Keith Pollock, AD’s executive digital director, with leading the relaunch project—and he has made a host of changes to the fledgling publication.

According to Ad Age, Clever will be releasing regular digital covers designed for sharing on social media. The first, out this week and shown above, features Laura Harrier, who stars in Ryan Murphy’s new Netflix miniseries “Hollywood.” 

In addition, Clever will crank up its renovation coverage with how-to guides (e.g., the upcoming “Everything You Need to Know About Wood Floors”) and add new areas of focus—including sustainability and wellness—to what it calls its Conversation channel.

For a deeper dive into the media strategy behind the new Clever, Ad Age spoke with Pollock, who explained the rationale for the new e-zine. “Although it’s likely a print reader will also enjoy Clever, we set out to create a brand that was autonomous from AD,” he said, adding, “There is a shared spirit between the two brands, in terms of the varied design styles that inspire us, but the approach is entirely different.”

And that difference, Pollack told AdAge, is  actionable service. “They’re embarking on their first home renovation, they’re shopping for home decor. They’re looking for practical tips and “news they can use,” as Amy says. The Clever reader appreciates a well-designed home, but they have questions about how to attain it.”

“Clever is not about speaking to designers; it’s about homeowners taking matters into their own hands. We use the term DIY: design it yourself. On Clever, we are empowering our readers to use our guides and tools to create a home that has an individual point of view.”

What’s more, readers will be able to buy the home goods they see and want in Clever on its new e-commerce site. “We’ve seen 80% growth in click-through to affiliate sites, year over year. In an effort to add more value and service, we wanted to enhance the e-commerce experience and make it more of a clear focus,” said Pollack.

E-commerce will be layered into all of our articles, but we’re also launching a new channel dedicated entirely to shopping content. If you want to come to Clever and just go down a shopping wormhole, you can.”

And will the relaunch t to appeal to readers whose lives have changed during the pandemic? “With our relaunch,” Pollack told AdAge, “we’ve committed to producing more content about wellness at home in our revamped Conversation channel.

“At this moment, we’re tackling topics we probably wouldn’t have considered a few months ago, like advice on how to manage your anxiety while you’re stuck at home, or how to quarantine with a romantic partner. Like most brands, we’re experimenting to see what our audience responds to during this time, and we’ve tapped into an interest in mental and physical health at home.

“Home is the center of everyone’s universe right now,:” he said, “and Clever is all about making your home your own, whether those changes are big or small.”

Research contact: @adage

Prime time: In rivalry with Amazon, Target offers ‘deal days,’ eBay plans a ‘crash sale’

June 27, 2019

Amazon is promoting its “Prime Day” again—but other retailers aren’t going to be caught out again this year. They are offering a bevy of their own deals, which they hope will dazzle shoppers and draw them into their websites and brick-and-mortar locations.

According to a report by CNBC, both Target and eBay so far have announced their own deal strategies following Amazon’s announcement on June 25—in which the company said Prime Day will actually run for two days this year and begin at midnight (PT) on July 15.

Target is plugging its “deal days” on July 15 and 16. The discount chain said in a June 25 press release, “Savers, start your engines. Today we’re unveiling Target Deal Days, two (yep, two!) days of red-hot online sales, no membership required. On Monday, July 15, and Tuesday, July 16, you’ll be able to save big with thousands of deals across Target.com and on the Target app, with new deals each day.”

As it says above, Target is emphasizing that no o membership is required to shop the special deals—as is the case with Amazon’s event. Customers can also receive 5% in savings when they use a Target credit card.

Last year,  CNBC reminds us, Target held a one-day sale on its website that aligned with Prime Day. It was one of the retailer’s biggest days of the year for online sales, according to Target’s Chief Merchandising Officer Mark Tritton.

Amazon rival eBay, meanwhile, is holding what it calls a “crash sale.” It said it will start offering some deals as early as July 1. But on July 15, it will be offering deals on major brands including LG, Apple, Samsung, KitchenAid, and Garmin.

What’s more, eBay snarks,  it will drop more deals if Amazon’s website crashes, as it did last year at the start of Prime Day.  “July has become a massive shopping season,” Jay Hanson, COO of eBay’s Americas division, told CNBC.

On Prime Day, which started in July 2015 as a way to mark the company’s 20th anniversary, Amazon Prime members can buy highly discounted products. The deals are applied to most of the goods Amazon sells. And many items will sell out within minutes, creating a sort of Black Friday scramble where people are trying to buy things as quickly as possible.

Amazon said last year’s Prime Day was its biggest ever, topping a record in 2017. And so it’s plausible this year could be even more successful since it runs longer, CNBC says.

Amazon shares are up about 25% so far this year. Target’s stock has rallied close to 30%; eBay shares are up more than 39%.

Research contact: @CNBC