SANTA MONICA, CA: ThisNext.com, an interactive shopping website, and Conde Nast's Lucky magazine have partnered to make online shopping a more social experience for consumers.
ThisNext and Lucky have co-branded ThisNext.com, allowing shoppers to share their likes, dislikes, and personal shopping guides with other users in the online community.
“We both see some gaps in how social shopping is offered to women,” said Matt Edelman, CEO of ThisNext, “and there is a user experience in what we've created at ThisNext that fills that gap.”
“Lucky sees social shopping as a very important area for their future digital growth,” he added. “We recognize that Lucky's audience of women are among the most passionate shoppers on the planet, so it's a terrific audience for us to be in front of.”
PR agency HL Group has helped create buzz around the site by explaining the two different aspects of the partnership to media outlets and bloggers.
“ThisNext definitely has a business focus and a strong consumer focus,” said Chris Giglio, VP of corporate and crisis communications at HL Group. “So internally, with respect to HL, we're coming at it from our consumer team and our corporate team, telling the story in both spaces to elevate both messages.”
On the business side, HL has worked to bring ThisNext's updated user model to consumers while also making strategic connections with potential partners for the site. The PR firm has reached out to bloggers in the retail and fashion sectors, informing them about the new site and generating interest in its unique features.
Lucky's focus on the site will be to keep expanding the core mission of the magazine by offering customers shopping advice via personal guides.
In addition to reaching out to users through the social media platforms such as Facebook, Twitter, LinkedIn, and various blogs, ThisNext will soon be launching two apps. One will enable the company's partners and users to share their own shopping guides in innovative ways on Facebook.
HL and ThisNext have also collaborated on a consumer-focused event that will be held next week on the west coast.
The partnership between ThisNext and Lucky is not the first of its kind. Recently, there has been an increasing trend of organizations and magazines teaming up to boost audience awareness, including QVC with InStyle, and the United Nations Population Fund with National Geographic.