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Social commerce spotlight: Flipboard creates meta magazine catalog

Submitted by on September 14, 2012 – 8:05 amNo Comment

Last week social magazine Flipboard surpassed the 20 million user mark, and is now setting its sights on adding an m-commerce layer to its operations.

In partnership with Levi’s, Flipboard has announced its first in-magazine store on both iOS and Android, dubbing the creation a ‘social catalog’.

The Levi’s Flipboard store features its latest clothing collection, plus what Flipboard terms ‘Catalog 2.0’, which includes Instagram shots, articles curated by the Levi’s team, videos and an insider’s view of life and Levi’s.

Viewers can make seamless purchases within the catalog without leaving Flipboard, and tapping Levi’s adverts appearing in Flipboard feeds of Rolling Stone, Vanity Fair, Elle, Esquire and Marie Claire, among others, will take readers directly to the Levi’s brand hub.

Furthermore, the new component will allow users to shop within social media elements: a pair of jeans featured in a tweet, for example, can be added directly to the user’s shopping cart.

Speaking to Adweek, Flipboard Head of Marketing Marci McCue said: “It’s a little bit meta. Like a Flipboard inside a Flipboard.

“We spend a lot of time encouraging brands to do more with the social networks and in some sense we are an advocate for them,” she added.

This is not the first time a magazine app has tackled m-commerce. In 2010 Marie Claire and Elle both boasted integrated m-commerce solutions in the apps they had on the shelves of the iTunes App Store. The Flipboard/Levi’s partnership is the first to offer the functionality in such a sleek and seamless fashion, though, and will no doubt be emulated by countless brands down the line.


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