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Beauty bible Allure magazine is trying to build a seamless shopping experience where readers can discover new products and purchase them directly from Allure.com's desktop and mobile site. Starting this month, the magazine is partnering with MasterCard to create a ShopThis! with MasterPass button that readers can click, which will add products to their shopping cart. After payment is processed through MasterPass, Allure's retail partners, including Saks Fifth Avenue, Walmart, and SkinCareRx.com, will fulfill the orders. Allure's digital editions will add ShopThis! with MasterPass later this year.
Allure previously ventured into e-commerce by partnering with beauty websites, the Wall Street Journal reports, but only 40% of products on Allure.com were shoppable and readers had to leave Allure.com to complete transactions. Allure EIC Linda Wells told the Wall Street Journal: "We feel more confident this time, because Wal-Mart and Saks carry a much bigger assortment for both mass market and prestige brands, and the technology has caught up to make it an easier experience for shoppers."
· Magazine Are Trying To Turn Readers Into Shoppers [WSJ]
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· Allure's 'Book It Now' Button Means Never Calling a Salon Again [Racked]