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ASOS, the fashion-forward UK retailer, today launched a weekly iPhone version of its magazine using Digital Publishing Suite. Increasingly, retailers like ASOS are using Digital Publishing Suite to bring their catalogs to life and not miss out on the lucrative revenue opportunity that mobile devices offer.
For years, ASOS has produced a 100-page glossy print fashion magazine for women; in mid-2011 ASOS launched its fashion lifestyle magazine on the iPad to engage its customers through rich interactivity and editorial content that augments the featured products. Now, with the launch of the “Fashion Up” iPhone version, ASOS is reaching on-the-go, fashion-savvy consumers on their smartphone devices.
The weekly iPhone publication is specifically formatted for the smaller screen size of the smartphone. As with the iPad magazine, the iPhone app also includes e-commerce links that open a browser on the app, allows the customer to add a featured product to the cart, and enables completion of a transaction directly on-device. Best of all, the customer is returned back into the app after the transaction, allowing her to continue engaging with the ASOS brand and content. The app also includes social sharing functionality so that consumers can share content – and in so doing, provide a trusted recommendation to friends on what to purchase.
In addition to the engaging interactivity and t-commerce functionality ASOS uses in its iPhone app, it also includes “custom storefront” functionality. This feature allows publishers to include custom HTML content – like the contents of an eCommerce platform – in a dedicated slot in the app. In this instance, ASOS uses the slot to present issues available for download in a customized manner, merchandising them to the customer as well as describing the contents of each issue available for download.
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I’ll have to send this link to my wife!