Content Meets Commerce: Lucky Launches an E-Commerce Site
Last week, Lucky magazine introduced Lucky Shops, a much anticipated e-commerce venture with social commerce startup BeachMint. While both companies were seemingly on their last limbs with poor advertising sales and lackluster revenues, together they look to be a formidable pairing.
Lucky's new format follows an editorial-first approach, with an "added bonus" of e-commerce, different from how past retailers have approached content aiding commerce — e.g., Net-a-Porter, ShopBop and, most recently, Barneys New York). Readers are engaged with a content-heavy site while being offered over 1,000 different products from over 200 brands.
"LuckyShops.com combines the constantly updating feed of news stories, designer profiles and engaging essays you've come to expect from our digital team with the thrill of the hunt, aka shopping the best pieces from your most-loved brands right on our site," said Eva Chen, editor-in-chief of Lucky magazine, in a company press release.
The new multifaceted shopping experience simultaneously delivers enhanced integration opportunities for advertising and retail partners looking for an environment that offers cohesive storytelling across the print, digital, mobile and e-commerce channels. One of LuckyShops’ best features is its easy-to-use navigation. For example, above the top carousel, Lucky readers can choose to either browse content in the magazine, exclusive content for the site or shop for beauty apparel products.
While it's only been one week and Lucky has a long way to go to return to its heyday, I think the move to a digital storefront is a step in the right direction for the publication and a possible trend in the e-commerce industry.
What are your thoughts on future collaborations between editorial and e-commerce? Let us know in the comments section below.