Time Inc.'s All You
has added shoppable capabilities to its tablet edition. Starting with the May
issue, customers using an iPad or Kindle Fire can tap a "shop now"
icon to see where the product is for sale with a direct link to purchase. The print magazine, sold through Walmart, some newsstands
and through regular subscription channels, is commerce-oriented title as it is
and adding an m-commerce capability to the tablet edition taps into reader behavior
already in place. In a recent survey conducted by All You and Insight Strategy
Group, 62 percent of a mix of All You subscribers and other women look for
product deals on their smartphone or tablet. "Ninety percent of women in
the survey think of themselves as smart bargain shoppers," says George
Kimmerling, All You's deputy editor. The shoppable function, provided through a partnership with
app commerce services provider ShopAdvisor, also allows the user to tag an item
to monitor it for price drops. This function requires an email address, and a
price change on an item triggers a message back to the reader.
