Stylist, a free publication by the Marie Claire Group, has made its mark since 2013 as an urban women’s magazine that shakes up the codes of the premium feminine press. A veritable showcase for the high end, Stylist has a resolutely iconoclastic editorial content and goes out to meet its active urban readers through hand-to-hand distribution and a high-quality network of display stands at very carefully selected sites.
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In addition to its exclusive and high-quality readership that guarantees advertisers a valuable audience, Stylist must prove to the brands that it’s a coveted item. To reveal the powerful influence of Stylist, GMC Conseil created the Drive to Shop barometer to measure the behavior of Stylist readers and the impact of the magazine on their purchases.
Objective: Measure the impact of the magazine on purchases by readers in stores and online; evaluate the print to digital influence
To extend the measurement of magazine impact on purchasing for cross-channel areas, a new ROPO (Research On/Offline | Purchase On/Offline) aspect was added to the Drive to Shop study. LiveIntercept technology provided the solution:
On the fashion and beauty shopper base, more than one out of every two shoppers mixed brick-and-mortar and digital channels.
On the websites studied, 60% of visits focused on e-merchants and 40% on fashion and beauty brand sites.
The new LiveIntercept technology implemented by AreYouNet
enabled Stylist to show once again that it is able to generate earnings the brands.
Les résultats de la deuxième édition du baromètre DRIVE TO SHOP (pdf)
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AreYouNet is a SaaS platform that offers you Online Survey and Reporting Online Solutions since 2011. We accompany research institutes, agencies and companies on a daily basis in their online information gathering and reporting projects: marketing studies, website studies and satisfaction studies. AreYouNet is a brand of ODiTY Group.
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