Canadian Retailer - Fall 2016 - 18

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." For ELLE it's not
just about the dress, it's about the woman
in the dress.
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. The insights gleaned
from this community not only help ELLE
better understand their consumer and
inspire initiatives, but also allows them to
generate meaningful data for advertisers.
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.
As Lauren puts it, "we simply couldn't
optimize the interactions we were having
with our community members. It was an
analog solution to a digital problem; and
we needed a vendor who could take us
to the next level with a seamless, mobile
responsive platform."
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.
Lauren explains, "At ELLE, the consumer
we reach across the brand's many
touchpoints is at the center of everything
we do. So, in addition to supplying
the critical data that helps move our
advertisers' business forward, we really
needed a community engine that would
give us the tools to make our member's
experience easy, engaging, and fun."



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

Publisher’s Desk
Retail Currents
Retail Research
Independents’ Corner
Retail: At Issue
The Future of Retail
Technology for the Good
E-Commerce Next Practices
The State of Mobile Payments
Aldo Launches ‘Store of the Future’ at Westfield World Trade Center
The Hottest Summer in Half a Century
Once More Unto the Breach
Advertiser’s Index
Canadian Retailer - Fall 2016 - bellyband1
Canadian Retailer - Fall 2016 - bellyband2
Canadian Retailer - Fall 2016 - cover1
Canadian Retailer - Fall 2016 - cover2
Canadian Retailer - Fall 2016 - insert1
Canadian Retailer - Fall 2016 - insert2
Canadian Retailer - Fall 2016 - 3
Canadian Retailer - Fall 2016 - Publisher’s Desk
Canadian Retailer - Fall 2016 - 5
Canadian Retailer - Fall 2016 - Retail Currents
Canadian Retailer - Fall 2016 - 7
Canadian Retailer - Fall 2016 - insert3
Canadian Retailer - Fall 2016 - insert4
Canadian Retailer - Fall 2016 - Retail Research
Canadian Retailer - Fall 2016 - Independents’ Corner
Canadian Retailer - Fall 2016 - Retail: At Issue
Canadian Retailer - Fall 2016 - 11
Canadian Retailer - Fall 2016 - insert5
Canadian Retailer - Fall 2016 - insert6
Canadian Retailer - Fall 2016 - The Future of Retail
Canadian Retailer - Fall 2016 - 13
Canadian Retailer - Fall 2016 - 14
Canadian Retailer - Fall 2016 - 15
Canadian Retailer - Fall 2016 - 16
Canadian Retailer - Fall 2016 - 17
Canadian Retailer - Fall 2016 - 18
Canadian Retailer - Fall 2016 - 19
Canadian Retailer - Fall 2016 - Technology for the Good
Canadian Retailer - Fall 2016 - 21
Canadian Retailer - Fall 2016 - 22
Canadian Retailer - Fall 2016 - 23
Canadian Retailer - Fall 2016 - E-Commerce Next Practices
Canadian Retailer - Fall 2016 - 25
Canadian Retailer - Fall 2016 - 26
Canadian Retailer - Fall 2016 - 27
Canadian Retailer - Fall 2016 - The State of Mobile Payments
Canadian Retailer - Fall 2016 - 29
Canadian Retailer - Fall 2016 - 30
Canadian Retailer - Fall 2016 - 31
Canadian Retailer - Fall 2016 - Aldo Launches ‘Store of the Future’ at Westfield World Trade Center
Canadian Retailer - Fall 2016 - 33
Canadian Retailer - Fall 2016 - The Hottest Summer in Half a Century
Canadian Retailer - Fall 2016 - 35
Canadian Retailer - Fall 2016 - 36
Canadian Retailer - Fall 2016 - 37
Canadian Retailer - Fall 2016 - Once More Unto the Breach
Canadian Retailer - Fall 2016 - 39
Canadian Retailer - Fall 2016 - 40
Canadian Retailer - Fall 2016 - 41
Canadian Retailer - Fall 2016 - Advertiser’s Index
Canadian Retailer - Fall 2016 - cover3
Canadian Retailer - Fall 2016 - cover4
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