Lucky at Your Service
Filed under: Collaboration, Community, Culture, New Media, Reviews, Shopping | Tags: iPhone, Marketing, New Media, Social Media, technology, Web 2.0 |
Personally I’m a big fan of the iPhone and shopping. So, when Lucky Magazine (which I also happen to be a fan of) found a way to combine shopping and the iPhone, I was intrigued.
Early last week, Lucky released an app called “Lucky at Your Service” which essentially acts as a virtual personal shopper, and checks the inventories of your local stores. The catch? The only merchandise currently available within the app are shoes featured within the March edition of Lucky Magazine. Perfect if you love shoes, not so perfect if you were looking to snag a handbag or a myriad of other items featured within the pages of Lucky.
At this time, the app is free to download and according to the New York Times:
Lucky […] has even hired a call center, staffed with 20 to 200 representatives, who will confirm that the shoe is available and set it aside, text-messaging a shopper that, say, Jessie in the second-floor salon shoe department at the downtown Nordstrom has set it aside.
In their article, NYT also addresses a valid point: in an economy where few people are shopping, is an iPhone app that targets shoppers, really a formula for success? My answer: if they incorporate some sort of “sale alert” mechanism, then yes.
Lucky is one of the few publications that can successfully pull off a mobile application like this, in an economy like this, and that’s due in large part, to their core demographic: shoppers.
Lucky is, and always has been, a magazine targeted towards people who love to shop.
The entire magazine reads like a giant advertisement, and positions itself as the ultimate shopping guide. People who subscribe to Lucky are people who like to shop– they’re not just in it for the fashion, like people who subscribe to other fashion or style magazines. When you couple this with the fact that readers of Lucky actually enjoy shopping, and statistically have more money to “burn” than their average Cosmopolitan, Vogue, Elle, and Glamour counterparts, it makes sense. Releasing a social application like Lucky At Your Service targets this specific demographic in an incredibly unique way, and caters to a niche audience while providing a useful service that no other magazine has done. In addition to this, Lucky has found a way to keep their magazine relevant: by tying in the application to the magazine itself, as opposed to the website, they are promoting consumption of their “bread and butter” as opposed to a free resource, like the website.
And to that, I say kudos– and happy shopping. Now, if they’d only expand it to at least include handbags and other critical “accessory” items, I’d be happy.