STORES Magazine - January 2018 - 50

n MARKETING

Getting to 'Buy Now'
New York & Co. puts the enjoyment back in customer engagement
by KAREN M. KROLL

D

uring New York Fashion Week in
2016, New York and Co. hosted
a runway show featuring its new Eva
Mendez collection. The women's fashion
apparel and accessories chain created
a shoppable video of the show for its
website; the goal was to launch within
several hours of the show's start.
"The runway show started at 6, and
by 8:55, the experience was live on the
site," says Paul Carroll, vice president of
creative for digital and ecommerce. Five
minutes after that, 2 million customers
had received emails inviting them to shop
the collection.
The retailer's IT team could have spent
months building and coding to make the
rapid video production possible. Instead,
New York & Co. used the Creator tool
from content-creation software firm
Zmags.
Carroll began working with Zmags in
the fall of 2014 to create a digital version
of New York & Co.'s print catalog for
the holiday season. The retailer's existing
online platform offered no streamlined
process for moving print content online.
While researching options, Carroll came

Retailers can create
online experiences
that are engaging
and shoppable
but not completely
commercial.
50

STORES January 2018

across a compelling digital catalog Zmags
had helped another retailer create.
He contacted Zmags, invited its
representatives in for a presentation and
conducted a pilot that November through
January. "I was able to turn that print
catalog into a shoppable experience for
both desktop and mobile in time for the
holidays," Carroll says.
FOCUSED ON EXPERIENCE
Zmags has two platforms; its digital
catalog solution, Publicator, allows users
to upload, digitize and add interactivity
and functionality to catalogs and other
print assets.
Creator is Zmags's "shoppable content
platform," says Lindsay Moore, vice
president of business development and
strategy for Zmags. It "allows anyone in
marketing, merchandising, ecommerce
and design to design and publish
interactive, fully shoppable content
without writing a single line of code."
Rather than simply uploading images
and product-detail pages, Creator enables
companies to, for instance, create online
experiences. A beauty brand could

demonstrate "how to get the best cat-eye
makeup for your skin tone with stepby-step guides and embedded videos,"
Moore says.
Moreover, it typically can be completed
within several hours. "It's a complete
game changer for retailers, who can
interact with customers in a completely
new way," she says. They can create
online experiences that are engaging and
shoppable but not completely commercial.
Many people enjoy in-store shopping
experiences, which often engage
multiple senses through sights, sounds
and even scents. Online, however, the
experience can take a backseat to simply
transacting business.
"It's called ecommerce, not
e-shopping," Moore says. The focus is
on the purchase rather than the overall
experience. Zmags can help change that,
she says.
A home-accessories retailer used
Creator to develop an online interactive
tutorial to help customers design a
pillow mix. Instead of wading through
thousands of products, shoppers start
with a selection based on their color and
style preferences. From that, they can
mix and match pillows to see which look
best together. Once they've finished,
customers can purchase the pillows
they've chosen directly from the page.
NO CODING REQUIRED
Once retailers complete a one-time
implementation of JavaScript code, they
can drag and drop images and other
content onto their websites and add
animation, action, fade-in, fade-out,
zoom and other features.
"I'm a designer. I have zero coding
knowledge," Carroll says. Zmags is
"created for designers who don't have
backend coding experience but want to
create beautiful images and experiences."
STORES.ORG


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Table of Contents for the Digital Edition of STORES Magazine - January 2018

Editor’s Page
President’s Page
Retail Politics
NRF News
TRENDS
Retail People
Disruption Is the New Normal in Retail
20 Ideas Worth Stealing
Drug Store Cowboy
C2W
TECHNOLOGY
WORKFORCE MANAGEMENT
OMNICHANNEL
AI
MARKETING
FINANCE
BUSINESS OPERATIONS
STARTUP SPOTLIGHT
SECURITY
HUMAN RESOURCES
POV
Communities
End Cap
STORES Magazine - January 2018 - intro
STORES Magazine - January 2018 - cover1
STORES Magazine - January 2018 - cover2
STORES Magazine - January 2018 - 3
STORES Magazine - January 2018 - 4
STORES Magazine - January 2018 - 5
STORES Magazine - January 2018 - Editor’s Page
STORES Magazine - January 2018 - 7
STORES Magazine - January 2018 - President’s Page
STORES Magazine - January 2018 - 9
STORES Magazine - January 2018 - 10
STORES Magazine - January 2018 - 11
STORES Magazine - January 2018 - Retail Politics
STORES Magazine - January 2018 - NRF News
STORES Magazine - January 2018 - TRENDS
STORES Magazine - January 2018 - 15
STORES Magazine - January 2018 - 16
STORES Magazine - January 2018 - 17
STORES Magazine - January 2018 - 18
STORES Magazine - January 2018 - 19
STORES Magazine - January 2018 - Retail People
STORES Magazine - January 2018 - 21
STORES Magazine - January 2018 - Disruption Is the New Normal in Retail
STORES Magazine - January 2018 - 23
STORES Magazine - January 2018 - 24
STORES Magazine - January 2018 - 25
STORES Magazine - January 2018 - 20 Ideas Worth Stealing
STORES Magazine - January 2018 - 27
STORES Magazine - January 2018 - 28
STORES Magazine - January 2018 - 29
STORES Magazine - January 2018 - 30
STORES Magazine - January 2018 - 31
STORES Magazine - January 2018 - 32
STORES Magazine - January 2018 - 33
STORES Magazine - January 2018 - 34
STORES Magazine - January 2018 - 35
STORES Magazine - January 2018 - Drug Store Cowboy
STORES Magazine - January 2018 - 37
STORES Magazine - January 2018 - 38
STORES Magazine - January 2018 - 39
STORES Magazine - January 2018 - C2W
STORES Magazine - January 2018 - TECHNOLOGY
STORES Magazine - January 2018 - 42
STORES Magazine - January 2018 - 43
STORES Magazine - January 2018 - WORKFORCE MANAGEMENT
STORES Magazine - January 2018 - 45
STORES Magazine - January 2018 - OMNICHANNEL
STORES Magazine - January 2018 - 47
STORES Magazine - January 2018 - AI
STORES Magazine - January 2018 - 49
STORES Magazine - January 2018 - MARKETING
STORES Magazine - January 2018 - 51
STORES Magazine - January 2018 - FINANCE
STORES Magazine - January 2018 - 53
STORES Magazine - January 2018 - BUSINESS OPERATIONS
STORES Magazine - January 2018 - 55
STORES Magazine - January 2018 - STARTUP SPOTLIGHT
STORES Magazine - January 2018 - 57
STORES Magazine - January 2018 - SECURITY
STORES Magazine - January 2018 - 59
STORES Magazine - January 2018 - 60
STORES Magazine - January 2018 - HUMAN RESOURCES
STORES Magazine - January 2018 - 62
STORES Magazine - January 2018 - 63
STORES Magazine - January 2018 - POV
STORES Magazine - January 2018 - Communities
STORES Magazine - January 2018 - End Cap
STORES Magazine - January 2018 - cover3
STORES Magazine - January 2018 - cover4
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