Elle has launched a shoppable trend guide on Facebook in the latest of several ecommerce initiatives within the magazine industry.
The guide, embedded as a tab on Elle’s FaceBook page invites shoppers to navigate across six editorially chosen spring trends, including floral, nautical and ladylike.
Users can click “love,” “want, “own” or “buy!” on each product page. By default, all interactions with the app are shared automatically on their Facebook Timeline — so even if users don’t make a purchase, they can inadvertently draw curious friends in to interact with the app. Users can also click to buy each product on the retailer’s website.
Elle and its ecommerce partner 8th Bridge were smart to embed the “love,” “want” and “own” buttons on each page and tie that to Facebook’s Open Graph
This makes it easy for users to interact, and allows Elle to turn those interactions into marketing promotions, as every action is shared with a user’s friends.