Zmags Unveils Shopping Tool to Reach Tablet, Smartphone Users
Zmags launched an online shopping environment on Tuesday, aiming to blend the physical store experience with that of flipping through a magazine or catalog.
The media merchandising company has created a beautiful platform for merchants called Zmags Convergence that takes the user interface of a tablet, smartphone, Facebook brand page or website to introduce shoppers to a world beyond what's traditionally seen on e-commerce sites today.
The company - which worked with Dick's Sporting Goods, Kenneth Cole, Lenovo, Celebrating Home and Pearson to create and build the product - designed the platform primarily with the iPad in mind, but it works with various devices.
When a shopper visits a participating retailer on a mobile device, the ZMags user interface presents a virtual table of contents that allows users to find and browse the items they want. It aims to invite shoppers to discover new products, encourage engagement and ultimately make a purchase.
The platform also includes a page-turning feature, similar to flipping through a catalog or magazine, and allows shoppers to easily drop items into a shopping cart, share findings on social networking sites and make purchases.
Zmags seeks to make the most of the trend of more customers turning to social and mobile channels to shop, according to W. Sean Ford, the company's COO and CMO.
"Most retailers have treated the Facebook experience as an extended blog and if it doesn't work for them, they think there is a flaw with the channel," Ford said. "ZMags is taking different channels and packaging them in a way that is appealing to customers and how they want to shop."
The move is indeed a part of a growing trend among retailers to implement news kinds of commerce strategies to appeal to tablet, smartphone and social shoppers.
"It will be important to design natural shopping experiences that mirror the way consumers like to browse and shop rather than forcing them down non-intuitive paths,"Van Baker, Research VP of Gartner, Inc., said in a statement.