In den USA zeigt Entertainment Media Works ("Powering the Interactive Marketplace"), wie sich Shoppingportale mit Mehrwertdiensten neue Zielgruppen erschließen können:
"Have you ever seen a product on your favorite TV show and wondered what brand it was or more importantly how to buy it? We all have, and that is exactly the concept behind our premier destination website called STARSTYLE.COM."
USA Today berichtet über das neue Shoppingportal:
"A new website could carry America's fascination with celebrities and the art of product placement on TV to dizzying levels.
The site, StarStyle, allows fans of shows including American Idol and What I Like About You to buy clothing, furniture and other items they see on the programs, New York-based Entertainment Media Works said Monday."
Starstyle zugrunde liegt ein klassisches Shoppingportal, das auf eine Fülle bekannter Online-Händler zurückgreift. Nur gelingt es Starstyle, die Produkte in einem völlig neuen Kontext zu präsentieren.
Adotas Interactive Advertising schreibt:
"StarStyle doesn’t just pick celebrities and their styles at random. [They] have cut deals with some of the biggest studios around to get first peeks on what stars are wearing on-set.
“We have deals with the studios,” he says. “We’re actually on set. We’re the only company that has access pre-the TV being aired so we know well in advance all of the products that are being used.”
Im Gegensatz zu vielen anderen Portalen wendet sich Starstyle an Frauen zwischen 18 und 34 Jahren. Starstyle war bisher im Probebetrieb und ist am Montag offiziell gestartet.
Die offizielle Pressemeldung verdeutlicht das Selbstverständnis:
"Developing unique and exclusive merchandise is imperative if a retailer is going to differentiate itself from its competitors," stated Marvin Traub, widely known as "The Godfather of Retail."
"I have always been a believer that the marriage of entertainment and retail will ultimately come to fruition. Entertainment Media Works is providing one of the 21st century's answers to this marriage becoming a reality."
Mehr in dieser Richtung, und wir werden vielleicht doch noch zu Fans von Shoppingportalen ;-)
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