Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE | Page 25

SECOND SCREENING

WHAT COMES AROUND…

FINAL THOUGHTS

e interaction between content and
commerce doesn’t just take place in one
solo browser window or on one lonely
app or device. Savvy startups are
starting to offer consumers ways to
combine multiple experiences at once.
Whether “checking in” to a TV show to
buy the soundtrack on Shazam, or
watching a favorite TV show with
WornOnTv pulled up on a laptop,
planning for second screen experiences
is increasingly essential.

While the imperative to merge content
with commerce is relatively new, the
practice itself is not. Infomercials and
advertorials have been around for quite
a long time; content marketing and
native ads are relatively commonplace
nowadays, and sponsored content has
started to really catch on. What is new,
however, is the idea that whether you’re
adding content or connecting
commerce, creating value for
consumers is essential. It can’t just be
about dollars or clicks.

ere’s no doubt that we’re in the
beginning stages of the melding of
content with commerce; we’re only
starting to understand the most
valuable and effective strategies.
Eventually, consumer behavior will
become clear and technology vendors
will catch up to our need to provide a
seamless experience. In the meantime,
remember: add real value, maintain
your editorial voice, and keep trying
new things until you find the best fit.

If I go into a Restoration Hardware store, for instance, I understand
they're selling that product, but I'm not just interested in seeing rows of
lamps on shelves. I want to be shown how to set up a room and create a
look. That's what I'm craving: the ability to see a product, understand
how to use it, and be given the tips and tools to imagine how that might
change my interior. Consumers are very savvy."
-- Alexis Maybank, Gilt Groupe

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