GET SMART: ShopStyle is shopping around a new tool for its retail partners.
The company just launched a new platform called Spotlight that allows retailers to target shoppers based on their searches for a particular brand or category in a much more focused way when it comes to native ad placement in search results.
Although in beta mode, Spotlight is open to all of the hybrid content and e-tail Web site’s retailers.
“Traditionally, retailers have always been smart about marketing,” said ShopStyle vice president of business development Lee Anne Grant. “They’ve always been very much surf-driven and they’ve always wanted to target a certain group of shoppers. More recently, more and more partners have been coming to us saying, ‘Hey, we’re getting laser focused on shoppers.’ With the amount of data they’re getting, they’re really in tune with what they’re shoppers do.”
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The tool to help with more targeted advertising is driven by search behavior and not at all related to age, income or any of the more traditional identifiers of a particular demographic.
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The move is partially driven by the increasing chatter over the group of shoppers labeled HENRYs (high earners, not rich yet): Millennial-types with relatively high disposable incomes — but, at the end of the day, who are still somewhat price sensitive — wanting quality clothing and accessories.
About 80 percent of ShopStyle’s customers are female, with average transactions valued at $302.
The company has made pushes in the past few months to grow its men’s audience, partnering with retailers such as Bonobos and Jeffrey Campbell while working with more male influencers.
“Spotlight is part of our bigger initiative around big data,” Grant said. “What we’re trying to do on our site, we call ‘searchandizing.’ We have so much data. We have 1,600 retailers, 14 million products at any time. We’re like a big retailer. We’re doing a lot to bring all that together.”