E-Tailer Moxsie Goes Off Site With ShopAds Campaign
Palo, Alto, Calif.–based e-tailer Moxsie, which promotes up-and-coming and independent design, has teamed up with Sausalito, Calif.–based online marketing and e-commerce technology firm Adgregate Markets for a new online campaign.
Adgregate’s ShopAds allow customers to purchase select products directly in the ad. The transactional ad works by tapping right into Moxsie’s secure shopping-cart system. The partnership with Moxsie is Adgregate’s first with an apparel retailer. Adgregate has previously worked with the home entertainment and media sector.
“We feel advertising should not be about scrolling through hundreds of product,” said Moxsie Chief Executive Officer Jon Fahrner. “It should highlight specialized product. Any good retailer knows product is everything, and we’re confident ShopAds will be a way of getting the right things to the right people”
The ShopAds campaign began on Jan. 20, appearing on fashion sites Racked LA and Racked NY.
“The ShopAds technology is perfect for the apparel market because of the shopping experience allowed between users and the brand—from browsing, interacting and, ultimately, purchasing products,” said Adgregate Chief Executive Officer Henry Wong. “The social and viral nature of the apparel market is ideal for distributed commerce to occur on social and mobile networks.”
Adgregate applies tools to the ShopAds to gauge “purchase intent” metrics such as dwell time, cart-abandonment rates, product interaction and sales-conversion rates.
While the ShopAds campaign is a first of its kind for an apparel e-tailer, Fahrner believes that shoppers will be open to the technology. “We represent indie designers,” Fahrner said. “Our customers are generally more forward thinking and first to respond to new things like this. We feel that, if anything, the fashion-savvy customer would appreciate it as well.”
The ads featured the slinky ring by jewelry line Meggie and footwear by Generic Surplus.
The ShopAds format can lead to multiple-product campaigns and allow users more choices to shop and choose from, according to Wong. The product selection can be tailored for each site, Fahrner said.
The reception to the campaign has been positive. According to Wong, Moxsie customers clicked on ShopAds five times more than average apparel-industry rich-media ads. Customers also generated 25 times more “purchase intent” than other rich-media ads. In terms of dwell time, customers also spent 11 percent more time on the Moxsie ShopAds compared with average rich-media ads.
Wong sourced data from the “Eyeblaster Global Benchmarks Report 2009” and the “Doubleclick Benchmarks Report 2009.”
Fahrner said he hopes to target the ShopAds campaign toward specialty-focused blogs and Web sites that speak to Moxsie’s independent core.—Connie Cho
