The fashion articles on Flair.be inspire women when choosing a new outfit. Visitors can now buy all or separate parts of this outfit straight away, regardless of which online store the items come from. Until now, it has only been possible to put a link to the webshop under an item, which meant that the visitor left the Flair website. That’s done with now. You put the items of clothing in one shopping trolley and simply go on reading. When you wish, you then make the payment in a single transaction.
Yves Berlize, Domain Director Women at Sanoma Media Belgium explains: “Today more than ever, consumers are active on line. Thanks to our strategic focus on the Women domain, we can make the most of this trend with our media brands. The launch of the Flair Shop is a unique, new e-commerce service for our readers. Given the increasing demand among consumers for ‘shoppable’ media, Sanoma Media Belgium is establishing a position as a pioneer on this thriving market.”
The Flair Shop is in line with the Sanoma Media Belgium strategy to offer a total experience at the moment of inspiration. At Flair, the editors follow the latest trends and give their readers style advice. So readers can find out more easily what combinations are possible and what styles can be mixed. The Flair editors’ tips are sure to lead to more carefully considered, better purchases.
“This step reflects our belief in the power of our Flair brand. By adding an e-commerce component to Flair, we are fulfilling our brand promise, the promise to be an ultimate shopping destination and offer consumers a unique shopping experience. Plus we are offering our advertisers and retail partners more opportunities”, says Yves Berlize.
Flair is firmly committed to innovation. After recording spectacular growth in visitor numbers on Flair.be last year, Flair now aims to keep on innovating to serve its visitors. New projects are already in the pipeline.