Digital MarketingStrategiesMasterCard Integrates Purchasing Technology Into Wired

MasterCard Integrates Purchasing Technology Into Wired

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.

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