Architectural Digest has shifted its e-commerce strategy by redirecting viewers from its YouTube series, "Open Door," to its own website for a more comprehensive shopping experience. This switch has led to a fourfold increase in revenue from those videos. The publication plans a major overhaul of its commerce strategy set for March 2024, focusing on integrating more editor and designer selections within its shopping content, making it more user-friendly and visually appealing to drive further sales growth.
"It's a much, much deeper, richer experience for the user to go to our site. It's more fully shopped-out there, and it's more visual."
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