Are Media is set to launch two new digital marketplaces, delivering more than 14,000 products via The Australian Women’s Weekly and Home Beautiful brands.
The Australian Women’s Weekly marketplace has a focus on fashion, accessories, jewellery, shoes, homewares and gifts. The Home Beautiful marketplace focuses on home décor, kitchen, bed and bath, dining, and prints and art.
All products sold have been selected and curated by the brands’ editorial teams, with consumer research underpinning both new marketplaces.
In particular, research for the new Home Beautiful marketplace found that 77% of the brand’s customers were interested in buying from it, 86% were focused on purchasing homewares and home décor, and 85% said they would spend up to $150.
Are Media chief executive officer, Jane Huxley, said that through the company’s stable of 32 brands, “we connect to 9 in 10 women in Australia every year.”
“They trust our brands and have a close connection to them. We have always played a role in informing and inspiring people, so why wouldn’t we go one step further by inspiring an action and igniting intention to buy? It’s a very natural evolution of the role that magazines and content have always played.”
Huxley described the Australian Women’s Weekly and Home Beautiful digital marketplaces as an “important part of Are Media’s broader content commerce strategy,” which also takes in affiliate marketing and lead generation partners.
“We have a clear ambition to make Are Media Australia’s leading content commerce company and the new digital marketplaces are an important part of that.”
Speaking to Mediaweek last month, Are Media’s head of affiliate partnerships and business development, Lauren Leisk, said: “We’ve always been a content company that has inspired.”
“We’re delivering to advertisers and our brands – especially our big e-commerce brands and clients – readers who are already in the market to buy that product or research further, to take them further down the sales funnel.”
Originally published on Mediaweek 29th May 2024
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