Bringing together print and e-commerce, a new Ownable app allows readers to jump straight from an inspiring magazine feature to product checkout within a few clicks. TI Media is launching the service with the October issue of Livingetc and it will also become available with the November issues of Ideal Home, Style at Home, Homes & Gardens and Country Homes & Interiors.
Simon Whittaker, group enterprise director at TI Media, says: “Our homes magazines have always had great strength and expertise in curation and recommendation, but providing inspiration is only the start of the journey for readers. This partnership is exciting because we can now bridge the gap between product discovery and purchase. Through the Ownable app, readers can place orders for the items they see in our magazines in an instant, which is a fantastic service to provide.”
Ian Woof, managing director at Ownable, adds: “When designing Ownable it was essential to preserve the authority of each magazine title, allowing editorial freedom of choice. We simply wanted to create a seamless service that enabled readers to buy on impulse whenever inspiration strikes, without having to disrupt the sit-back pleasure of reading a magazine. And for publishers, Ownable provides invaluable insight into reader behaviour, giving them attribution data for the first time as well as a new source of revenue.”
Magazine pages featuring an Ownable thumbprint image will signal that products are available in the Ownable app. Within the app, readers select the magazine they’re reading, enter the page number and then choose the product they want. They can click to buy, save or find out more, while Ownable takes and manages all orders through brand authorised channels.
