Are Media is making a significant move to enhance its content commerce capabilities, announcing a suite of new strategies at its Ignite event in Sydney. The publisher aims to revolutionize the online shopping experience for its readers with features like live promo codes and dynamic pricing, just in time for major sales events like Black Friday and Christmas. This push is the result of a multi-year technical overhaul designed to better connect content with consumer purchasing decisions.
A New Tech-Driven Shopping Experience
At the core of Are Media’s announcement is a major upgrade to its technical foundation, a project that CEO Jane Huxley confirmed took nearly three years to complete. The company is now rolling out powerful new tools across its websites to make shopping easier and more transparent for its audience.
One of the standout features is the integration of live promo codes directly into shopping content. This allows readers to find and use real-time discounts without leaving the article they are reading. Paired with this is the launch of dynamic pricing, which ensures that any product featured in an article displays the most current price, including any sale prices.
“It has taken us almost three years to completely reset the technical foundations of our company, rebuilding from the ground up, and we are now done,” Huxley stated, emphasizing the scale of the investment. These tools are designed to remove friction from the path to purchase and provide immediate value to consumers.
Leveraging Trust and First-Party Data
Are Media is leaning heavily on the strong relationship and trust it has built with its audience through its iconic magazine brands. In an age of AI-generated articles, the company is positioning its human-created content as a key differentiator. Huxley noted that their content, created by real journalists and experts, provides the credibility needed to guide consumer choices.
This strategy is powered by a significant investment in managing and using first-party data. By understanding their customers on a deeper level, Are Media can deliver highly personalized content and shopping recommendations. “We have replaced our internal systems and invested in our capability to manage and harness first-party data to truly understand who our customer is, what she wants, and what that means for our partners,” Huxley added.
This data-driven approach allows for more effective communication, especially through expanded email marketing and new social shopping initiatives during peak sales periods.
Key Initiatives at a Glance
Are Media’s strategy is built on several key pillars, each designed to improve a different aspect of the content-to-commerce journey. These initiatives work together to create a seamless and trustworthy shopping ecosystem for users.
| Initiative | Primary Benefit for the Consumer |
|---|---|
| Live Promo Codes | Instant access to real-time discounts directly in articles. |
| Dynamic Pricing | Ensures all product prices are accurate and up-to-date. |
| Social Shopping | Creates interactive and engaging shopping during key sales events. |
| First-Party Data | Delivers a more personalized and relevant content experience. |
An Omnichannel Approach to Drive Action
The company’s strategy extends beyond its websites. Andrew Cook, Director of Sales, described a full-funnel approach that integrates multiple channels to deliver real results for partners. This omnichannel plan is about creating a complete ecosystem that guides a consumer from interest to purchase.
This ecosystem includes:
- High-quality editorial content that builds trust.
- Enhanced social media engagement to meet customers where they are.
- Direct shopping links with live pricing to simplify transactions.
Lauren Leisk, Head of Affiliate Partnerships, stressed that trust is the foundation of this entire model. “People are struggling at the moment. They don’t want to part with their money unless it’s worth it. That is where the true value of our content lies for our audience,” she said.
By focusing on credible advice, Are Media ensures its product recommendations are seen as valuable, ultimately turning reader intent into action. “Our omnichannel approach doesn’t just deliver impressions; it delivers intent, engagement, and action,” Cook concluded.
