Previously relying on ShopLocal.com as its shopping resource, Chicago Tribune Interactive (CTI) decided to expand its presence and build a more robust shopping product. It took a two-pronged approach to shopping/ecommerce and created two new products in late 2006. The goals were:
1. Create an aggregated destination and improve access to all shopping/style related content & functionalities
2. Improve access to ShopLocal through improved messaging and contextual integration
3. Increase advertising opportunities and improve click thru rates through contextual placement
4. Leverage the Metromix user’s affinity for shopping and test a telesales group
The efforts paid off in the new Shopping Channel and Metromix Boutiques. The Shopping Channel showcases the fashion related content from the Chicago Tribune, the ability to search for local products and to shop the Sunday circulars through ShopLocal integration, shopping blogs, videos, coupons and more.
The Boutique Directory features paid local listings that are promoted and searchable via neighborhood and product category. Each boutique has its own microsite and features coupons, photos, store information and consumer reviews.
The shopping team researched the competitive landscape and determined the two key differentiators for CTI were its strong editorial newspaper content and its young urban MMX audience.
Both sites faced multiple challenges during production. First, both sites needed buy-in to combine the editorial content, shopping services and advertising in a more integrated fashion. Limited production resources also played a role as CTI had to build the shopping channel in Nov. 2006 and again with a network-wide redesign in July.
The boutique product is built on Planet Discover’s directory tool and it was the first of its kind, which brought numerous challenges with vendor tool education and product debugging. There was a significant learning curve for the telesales group selling boutiques. Ad, product and customer service teams needed to understand the product and the best ways to sell and service it.
Both products are highly adaptable both in concept and in functionality. Both sites were built on platforms that could be adopted throughout the Tribune Network of newspapers. The underlying concepts could be adopted in other markets.
The products are highly successful. Shopping now provides an engaging interactive shopping experience highlighting local personalities and editorial, shopping tools and partners. Its page views have increased 166 percent from January 2007 to October 2007. Its content offerings have expanded beyond fashion to include home style, health and beauty. An increased use of photo galleries and related story links within articles has resulted in higher page views and consumer engagement.
The channel has also been an advertising success. Retail/fashion advertisers who run within Shopping typically receive higher click-through rates than in their other positions within chicagotribune.com.
Most importantly, the editorial team has increased its participation with Shopping and is providing more content and feedback, which leads to an even better product presentation.
The Boutique Directory has over 55 local stores, a 35 percent increase in page views since January 2007 and over 60 percent penetration into the directory from its front page.
Both products offer the Chicago consumer important shopping content, shopping aides and they offer advertisers contextual and compelling ways reach the Chicago consumer. CTI will continue to expand on this success.