Canadian Retailer - Store 2016 - 15

How ELLE leverages online
community for engaging
experiences that drive ad revenue
With 46 international editions, ELLE is
the world's largest fashion magazine.
In it's 30+ year history in the US, ELLE
has excelled at creating authentic and
engaging experiences for what the brand
calls the "ELLE woman."
One of the ways ELLE taps into the
mindset of the ELLE woman is by
leveraging their online community, the
ELLE Inner Circle, to maintain a regular
dialogue with ELLE brand enthusiasts.
Lauren Muehlethaler, Senior Director,
Brand Development explains, "We
think of this group as our most trusted
advisors. We rely on them to share their
opinions on everything from new brand
initiatives, to what they think about our
advertiser's ad campaigns before they
launch. In exchange, we share exclusive
information with them, and reward them
with great prizes for their time. It's a true
give and take relationship, that results in
a very active and ongoing dialogue."

THE CHALLENGE

ELLE has always been a ﬁrst-mover and
seeks out partners that embrace the same
mentality. But in 2014, ELLE found its
online community vendor limiting.
Knowing the growing importance of data
and how much ELLE's advertisers rely on
it, Lauren and her team knew that they
needed to ﬁnd a solution that provided
real-time insights, was easy to manage,
mobile-focused and ﬂexible - all while
creating a meaningful experience for ELLE
Inner Circle Members.

THE SOLUTION

As ELLE looked for a new online
community vendor, it was unable to ﬁnd
a vendor who brought together the ease
of use, number of tools, and member-ﬁrst
approach into a single solution like the
FUEL platform. After using FUEL, Lauren
explains, "FUEL is fantastic in that it is an

all-in-one solution. The analytics through
Tableau, the survey programming via the
Qualtrics integration, email distribution...
it's really a one-stop destination for us to
go to get everything done." ELLE is also
able to pull real-time reports and heat
maps for insights.

REAL PEOPLE,
REAL RESULTS

The impact to ELLE's bottom line has
been a major plus. As Lauren puts it now,
ELLE plans to continue to grow the nearly
5,000-member community well beyond
it's current size. "With the sustained
success of our community", explains
Lauren, "we hope to continue to grow
to over 10,000 members and we look
forward to having FUEL as our platform
of choice."
FUEL by Passenger is exclusive to Leger
in Canada.

"Having a smart, innovative community solution that helps us to have a direct
dialogue with consumers has definitely added to ELLE's bottom line."

communities powered by

www.leger360.com

http://www.leger360.com

Table of Contents for the Digital Edition of Canadian Retailer - Store 2016

Publisher’s Desk
Guest Column
Retail Currents
Independents’ Corner
Retail: At Issue
The Focus on Today’s Connected Consumer Intensifies
Top of the Class
Celebrating Canada’s Retail Leaders
Paying Tribute to Canada's Best New Grocery Products
Steeped in Tradition, but Always Changing
Honouring Tomorrow’s Retail Talent Today
Making It Personal
Only One Channel
Advertisers’ Index
Canadian Retailer - Store 2016 - bellyband1
Canadian Retailer - Store 2016 - bellyband2
Canadian Retailer - Store 2016 - cover1
Canadian Retailer - Store 2016 - cover2
Canadian Retailer - Store 2016 - 3
Canadian Retailer - Store 2016 - Publisher’s Desk
Canadian Retailer - Store 2016 - Guest Column
Canadian Retailer - Store 2016 - Retail Currents
Canadian Retailer - Store 2016 - 7
Canadian Retailer - Store 2016 - Independents’ Corner
Canadian Retailer - Store 2016 - 9
Canadian Retailer - Store 2016 - Retail: At Issue
Canadian Retailer - Store 2016 - 11
Canadian Retailer - Store 2016 - 12
Canadian Retailer - Store 2016 - 13
Canadian Retailer - Store 2016 - 14
Canadian Retailer - Store 2016 - 15
Canadian Retailer - Store 2016 - The Focus on Today’s Connected Consumer Intensifies
Canadian Retailer - Store 2016 - 17
Canadian Retailer - Store 2016 - 18
Canadian Retailer - Store 2016 - 19
Canadian Retailer - Store 2016 - 20
Canadian Retailer - Store 2016 - 21
Canadian Retailer - Store 2016 - 22
Canadian Retailer - Store 2016 - 23
Canadian Retailer - Store 2016 - 24
Canadian Retailer - Store 2016 - 25
Canadian Retailer - Store 2016 - 26
Canadian Retailer - Store 2016 - 27
Canadian Retailer - Store 2016 - Top of the Class
Canadian Retailer - Store 2016 - 29
Canadian Retailer - Store 2016 - 30
Canadian Retailer - Store 2016 - 31
Canadian Retailer - Store 2016 - 32
Canadian Retailer - Store 2016 - 33
Canadian Retailer - Store 2016 - Celebrating Canada’s Retail Leaders
Canadian Retailer - Store 2016 - 35
Canadian Retailer - Store 2016 - 36
Canadian Retailer - Store 2016 - 37
Canadian Retailer - Store 2016 - 38
Canadian Retailer - Store 2016 - 39
Canadian Retailer - Store 2016 - 40
Canadian Retailer - Store 2016 - 41
Canadian Retailer - Store 2016 - 42
Canadian Retailer - Store 2016 - 43
Canadian Retailer - Store 2016 - Paying Tribute to Canada's Best New Grocery Products
Canadian Retailer - Store 2016 - 45
Canadian Retailer - Store 2016 - Steeped in Tradition, but Always Changing
Canadian Retailer - Store 2016 - 47
Canadian Retailer - Store 2016 - Honouring Tomorrow’s Retail Talent Today
Canadian Retailer - Store 2016 - 49
Canadian Retailer - Store 2016 - Making It Personal
Canadian Retailer - Store 2016 - 51
Canadian Retailer - Store 2016 - 52
Canadian Retailer - Store 2016 - 53
Canadian Retailer - Store 2016 - Only One Channel
Canadian Retailer - Store 2016 - 55
Canadian Retailer - Store 2016 - 56
Canadian Retailer - Store 2016 - 57
Canadian Retailer - Store 2016 - Advertisers’ Index
Canadian Retailer - Store 2016 - cover3
Canadian Retailer - Store 2016 - cover4
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