Today's smart publishers sit at the intersection of content and commerce, possessing large and motivated audiences and deep consumer data. True innovation, however, is needed to harness this powerful access and drive sales. What technologies resonate with consumers and brands, particularly regarding mobile shopping? What are best practices when appealing to millennials? POPSUGAR’s EVP of Product Marketing and Sales Strategy will share market insights and reveal some of their breakthrough products and tools designed to drive the all-important purchase click.

1. O C T O B E R 1 6 , 2 0 1 7
C O N T E N T A N D C O M M E R C E

2. // COMMERCE DNA
// THE OPPORTUNITY
// BEST PRACTICE
// KEY TAKEAWAYS
TODAY’S AGENDA

3. COMMERCE DNA

4. GOING BEYOND ADVERTISING SALES

5. THE OPPORTUNITY

6. TECHNOLOGICAL EVOLUTIONS MAKE IT EASIER
THAN EVER FOR CONSUMERS TO SHOP, BUT
PUBLISHERS AREN’T ALWAYS POISED TO TAKE
ADVANTAGE OF THE BENEFITS.
T H E C H A L L E N G E :

7. SEAMLESS SHOPPING LEADS TO AN
INCREASE IN IMPULSE PURCHASES
SATISFYING EXPERIENCES LEAD TO
REPEAT VISITS
DIVERSIFIED REVENUE STREAMS
THE BENEFITS OF GETTING
CONTENT AND COMMERCE RIGHT.
*Source: POPSUGAR Insights, Sept 2017.

8. WITH CONSUMERS SPENDING MORE TIME ON
CONTENT, PUBLISHERS THAT ARE ABLE TO
EFFICIENTLY CONNECT CONTENT AND COMMERCE
WILL REAP SIGNIFICANT REWARDS.
T H E O P P O R T U N I T Y

9. BEST PRACTICE

10. #1
COMMERCE-DRIVEN CONTENT
CREATION IS NOT A SIDE JOB

11. P O P S U G A R ’ S E D I T O R I A L C O N T E N T E N G I N E
TRENDING
TEAM
AUDIENCE /
SOCIAL TEAM
ANALYTICS /
AUDIENCE TEAM
FASHION &
BEAUTY TEAMS
LIFESTYLE
TEAMS
100 CONTENT CREATORS ACROSS EDITORIAL & VIDEO
SHOPPING
TEAM

12. THE CONTENT STACK
E V E R G R E E N
E V E N T / S E A S O N A L
P R E - V I R A L / T R E N D I N G
S H O P P I N G
N A R R AT I V E - D R I V E N B R A N D
G M V
S H A R E S
P E S
S E O
K P I

13. POPSUGAR SHOP: TOP STORIES
Creating Need Capitalizing on
Trends
Emphasizing Value Curation and
Convenience

14. #2
LET THEM SHOP!

15. THE CURRENT STATE OF
COMMERCE & CONTENT
ADJACENT PRODUCT MODULES DEAD-END EXPERIENCES

16. POPSUGAR
SHOP
+90% lift in clicks to retailers
since launch.

17. SHOPPABLE STORY

18. SHOPPABLE STORY

19. SMART SEARCH

20. SMART SEARCH

21. “AS SEEN ON” INSPIRATION

22. PRODUCT DETAIL PAGES

23. #3
DATA DATA DATA DATA DATA
DATA DATA DATA DATA DATA
DATA DATA DATA DATA DATA

24. ACCELERATION DATA

25. TRENDRANK
POPSUGAR’s predictive marketing engine is
our first step in smart content development.
• Identify popular topics before they appear
on trending charts
• View data by vertical, topic & article
• Drive merchandising decisions & observe
branded categories trending up & down

26. ON THE RISE IN BEAUTY
R I S I N G S C O R E | L A S T 3 0 D AY S
91
79 78
66 65 63 62 62
58
0
10
20
30
40
50
60
70
80
90
100
Fenty Beauty Yorkie
Instagram Hair
Louise Linton Alicia Keys Face Beyonce's Hair
Styles
Rohan Marley
Hair
Lagom Squiggle Lips Hair Part
On the Rise in Beauty
8/10/17 - 9/9/17
Rising Score

27. ON THE RISE IN HOME
R I S I N G S C O R E | L A S T 3 0 D AY S
68 66 66 64 63
58 58 56 56 55 55 55 55 54 53 53
0
10
20
30
40
50
60
70
80
M
onogram
Décor
HGTV
Rem
oving Household M
old
Tiny Beach Houses
Arts District LoGs
Sm
art Trailer Tiny House
Parasite Architecture
Sm
all Apartm
ent Hacks
Natural Disaster Planning
ConversaNon Pit
Tiny LoGs IKEA Products
Designer Dollhouses
Pum
pkin Spice
W
ellness House Plants
Garden Turning Season
On the Rise in Home
(8/12/17 - 9/11/17)
Rising Score

28. ON THE RISE IN FASHION TRENDS
R I S I N G S C O R E | L A S T 3 0 D AY S
82 80
73 69 67 65 63 62 61 58 56
0
10
20
30
40
50
60
70
80
90
Slim
m
ing Colors
Jeans & W
hite Tee Com
bo
BuAon Dow
n Dresses & Skirts
Berets
Vintage Hallow
een Costum
es Ankle BooHes
$10 W
hite T-Shirt Leather Jackets
ValenHno Cocktail Dress
M
ansur Gavirel Fall Coat
Gender Neutral Clothing
On the Rise in Fashion
(8/12/17 - 9/11/17)
Rising Score

29. INFLUENCER-DRIVEN
COMMERCE DATA

30. RETAILRANK

31. 20,000 INSTAGRAM INFLUENCERS
CAN’T BE WRONG
R E TA I L E R S | B R A N D S | C AT E G O R I E S
P R O D U C T S | I N F L U E N C E R S

32. SOCIAL METRICS THAT MATTER
E N G A G E M E N T S C O R E | I M P R E S S I O N S | P O S T S
C O M M E N T S | L I K E S | B R A N D A F F I N I T Y

33. RETAILER REPORT

34. BRAND REPORT

35. BRAND INFLUENCER REPORT

36. INSIGHTS-DRIVEN PS SHOP STORIES

37. 1ST PARTY DATA

38. SEASONALITY

39. KIDS SHOPPING
SUNDAY @ 8:23PM
PRIMETIME
BEAUTY SHOPPING
FRIDAY @ 10:39AM

40. PINTEREST USERS WANT HACKS
12 CURLY HAIR HACKS THAT WILL
COMPLETELY CHANGE YOUR LIFE
5 EASY HAIR HACKS YOU’LL BE HAPPY
YOU LEARNED THIS SUMMER
10 HALLOWEEN MAKEUP HACKS THAT
WILL SAVE YOU MAJOR MONEY
TRAVEL HACKS: 21 THINGS THAT WILL
MAKE YOUR TRIP SO MUCH EASIER

41. FACEBOOK USERS ARE CELEBRITY DRIVEN
JULIANNE HOUGH’S HONEYMOON BIKINI
MAKES IT REALLY HARD TO FOCUS ON
THE PICTURESQUE BACKDROP
LEAVE IT TO ANGELINA JOLIE TO WEAR
SUMMER’S MOST PRACTICAL SANDALS
WE CAN’T FIND ONE FLAW WITH
HILLARY DUFF’S EFFORTLESS BOHO
BIKINI
JENNIFER ANISTON’S NEW BAG WILL
MAKE YOU DITCH YOUR DAINTY PURSE
FOR GOOD

42. ANSWERING GIFT GUIDE SEARCHES
20 AFFORDABLE GIFTS FOR WOMEN IN
THEIR 20’S
101 GIFTS YOUR BEST FRIEND WILL
OBSESS OVER
THE BEST GIFTS FOR MOMS-TO-BE
THE BEST GIFTS FOR 2-YEAR OLDS

43. RANK
TOP INTERESTS
(LAST 12 MONTHS)
POPSUGAR
ENGAGEMENT SCORE
1 parenting videos 40,002
2 discipline 39,991
3 parenting news 5,976
4 humor 4,690
5 affordable decor 3,693
6 career 3,635
7 fashion news 1,798
8 fashion instagrams 1,371
9 shopping 1,363
10 decor shopping 1,066
11 weekend news 1,048
12 victoria beckham 1,046
13 shopping guide 1,037
14 gift guide 1,003
15 parenting humor 1,000
AUDIENCE SEGMENTS

44. #4
FOCUS ON RETAILERS WITH
SEAMLESS ECOMMERCE,
GENEROUS RETURN POLICIES
AND GREAT IMAGERY.

45. SEAMLESS SHOPPING

46. PIN-WORTHY IMAGES

47. POPSUGAR SHOP: TOP RETAILERS

48. #5
COLLABORATE ON SOCIAL

49. SHARE THE LOVE

50. #6
“EVENT-IZE” THE SHOPPING
EXPERIENCE

51. LIVE! HOLIDAY GIFT GUIDE

52. #7
LOOK FOR OPPORTUNITIES TO
DRIVE IMMEDIACY AND
REMOVE FRICTION

53. MUST HAVE IT
POPSUGAR’s predictive marketing engine
is our first step for content development.
• Identify popular topics before they
appear on trending charts
• View data by vertical, topic, and article.
• Opportunity for Target to drive
merchandising decisions & observe
branded categories trending up & down
POPSUGAR’s new SMS commerce
experience—users sign up via email &
confirm via text message. The service
texts one editorially-curated product
per day. Users reply "yes" to have the
product shipped to them.

54. KEY TAKEAWAYS

55. KEY TAKEAWAYS
Publishers who efficiently connect content and commerce will reap rewards.
Shopping mode: feed the beast.
Many types of data available to optimize your efforts.
Find the right retail partners who make shopping seamless for consumers.
Use technology to prompt the impulse purchase.

56. THANK
YOU.