In 2018 content will be the holy grail of e-commerce engagement. Net-a-Porter is onto this, launching Porter Digital, its new digital magazine, which is now a major part of the online retailer’s rich content mix.
The digestion of fashion, content and purchasing of products is changing so quickly and Net-a-Porter is developing new ways to manage this demand.
Consumer feedback has been clear, according to the company; Consumer research conducted by Net-a-Porter in 2017 indicated that 75 percent of its online shoppers wanted more content, more frequently and Porter Digital is the brand’s response.
Launched in February, Porter Digital delivers Net–Porter’s online consumers with inspirational and exclusive digital daily, weekly and bi-monthly, global content across all platforms – social, digital and print, translated into four languages, available to its six million global consumers.
Net-a-Porter says the constant feed of expert fashion, beauty, culture, travel, interiors and celebrity stories, aims to provide its female shoppers with a good dose of inspirational content, at her convenience, while also delivering a stronger link between inspiration and purchasing for the retailer.
“Shoppability is key as customers’ lifestyles become increasingly mobile. Porter Digital provides a seamless link between content and commerce, offering an instant transition from inspiration to purchase,” the company said in an email to Power Retail.
Porter Digital will be integrated into the Net-a-Porter app enabling users to unlock the original content on shoppers’ phones, bringing the editorial in line with the company’s mobile-first strategy and offering users “one click” to purchase. Porter will bring editorial authority to all Net-a-Porter platforms, with its industry experts delivering “responsive and intelligent content”.
“Our mission has always been to be world-class leaders in content and commerce, anytime, anywhere and on any platform. The launch of Porter.com, powered by Net-a-Porter is a direct response to a desire and demand for more content from our luxury audience,” said Tess Macleod-Smith, Net-a-Porter’s vice president of media and publishing.
“Under one voice we will create a fully immersive world where our consumer and brands can harness the power of a truly global 360º Porter ecosystem.”
Net-a-Porter’s weekly online magazine, The Edit – now rebranded PorterEdit – continues to be a part of its rich content mix, featuring 52 exclusive celebrity cover shoots and interviews a year, as well as in-depth shopping curations from Porter’s fashion experts. Video output will also double with two original films going live every week.