Associated Media Publishing | Cosmo teams up with Takealot for shoppable July issue - Associated Media Publishing
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Cosmo teams up with Takealot for shoppable July issue

Cosmo teams up with Takealot for shoppable July issue

COSMO SA and have partnered to create an easy way for readers to shop the pages of the July 2018 issue of the magazine. Readers are able to shop the majority of the products featured in the issue by scanning the QR codes printed next to selected items. Within seconds, they’ll be able to purchase their favourite items for delivery to their front door. Julie Anne-Walsh, chief marketing officer, says that fun, hassle-free online shopping is the way forward for the South African market. ‘We’re beyond excited to offer COSMO SA readers our world-class online shopping experience,’ she says. ‘By using QR codes, readers are able to snap and shop products across 27 departments, including electronics, beauty, fashion and books – anything they can imagine.’

Using Facebook’s QR code scanner, users can navigate from the magazine to purchasing items they love on their mobile phone. How-to icons throughout the magazine instruct consumers to open up the Facebook mobile app, tap on the menu, tap on the QR scanner and scan the QR code printed next to the desired item in the book. Users are directed to the item on the Takealot website and can drop the item in their basket before checking out. To add to the experience, COSMO and Takealot have included a R200 voucher with every issue so that new users get the benefit of shopping with a discount.

‘E-commerce-enabled pages are the new stockists directory for print magazines,’ says COSMO editor Holly Meadows. ‘We need to be evolving constantly. This partnership with Takealot gives our reader the instant gratification she needs. Now she is able to see an item she loves, scan it and shop it within a matter of seconds. South African online retail sales reached an estimated R10-billion last year, and we see a massive growth opportunity in the digital commerce sector. E-commerce is driven largely by a Millennial consumer with high mobile penetration – and that’s the COSMOPOLITAN reader. She prefers to shop online, and she spends an average of six hours a week doing so. Our consumer has a digital top-of-mind approach to life, but she also needs help to cut through the online clutter. That’s where COSMO comes in: our fashion and beauty editors scour the brands and retailers, and source the best of the best buys so she doesn’t have to. We give her a highly curated, expert edit of the latest trends and buys in fashion, beauty and lifestyle products.’

The partnership allows the magazine to take the reader on a journey from inspiration to purchase wherever, whenever. Data shows that the COSMO reader is regularly shopping online, and the integration of QR codes is just another way the brand is helping the reader achieve the look to live her best life.

With QR codes, COSMO is not only closing the gap between product and purchase but also creating more exciting user journeys with enriched content that lives on and off the page. Fashion features now come to life with cinemagraphs, beauty stories have a video how-to extension, the editor’s letter allows you to shop the cover look… These are just some of the ways in which the magazine is using QR codes to tell stories beyond the page. Cosmopolitan will also feature shoppable native content on and its social channels, featuring products selected by the team and packaged within stories. ‘The vision was to take our media platforms and make them shoppable in a way that consumers and advertisers want them,’ says Meadows.

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