Home  › Marketing › Strategies
shopthis2

MasterCard Integrates Purchasing Technology Into Wired

  |  October 17, 2013   |  Comments

MasterCard’s ShopThis with MasterPass allows consumers to buy products directly within advertising and editorial content.

shopthis2MasterCard says it is offering consumers a new way to shop digitally via its ShopThis with MasterPass product, which will be integrated into digital editions of Wired Magazine starting with its November issue.

ShopThis gives consumers the ability to purchase physical goods from advertising and editorial content, says Sharon Maddaloni, vice president of product development at MasterCard Labs, the brand's "innovation and R&D division."

According to MasterCard, Wired is the first publication to offer ShopThis. The relationship begins with its November iOS tablet edition, which was released October 15.

To use ShopThis with MasterPass on Wired, MasterCard says current iOS digital subscribers should simply access the November tablet issue. Readers new to Wired will have to download the publication's app to their iOS tablets.

MasterPass is MasterCard's "digital wallet," which allows consumers to add any credit, debit or prepaid card type, Maddaloni says. In other words, consumers don't necessarily have to use a MasterCard card to purchase items via ShopThis.

As consumers read Wired on their iPads, they can select products available for purchase via ShopThis-enabled pages. A ShopThis with MasterPass icon will show up on any advertising or editorial content where the product can be purchased through the app.

A MasterCard rep did not know how many items were available for purchase in the November issue. A Wired rep did not respond to a request for comment.

Orders are fulfilled by online retailer Rakuten.com, which MasterCard says is ShopThis' first official retail partner.

ShopThis will be integrated with Wired "through the January timeframe," with the potential to expand, Maddaloni says.

While Maddaloni says the brand has a relationship with Wired publisher Conde Nast, she would not comment on any plans or relationships beyond that specific publication.

According to Maddaloni, MasterCard is targeting digital savvy consumers and is simplifying the shopping experience by allowing consumers to purchase products directly within digital content without having to click out as they read.

An informational video has about 1,200 views since it was uploaded on September 12.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...