Consumer issue

1. The popularity of laredoute.fr, ranking eighth among French e-commerce sites in 2011, proves that consumers would prefer to shop online for fashion and home decor products than use mail order catalogues.
2. On the Internet, consumers can look for inspiration in online magazines, ask for advice on forums and blogs and browse e-commerce to get information and make purchases.

Point of view

1. It would be ideal if we could purchase items directly when reading fashion magazines or flipping through lifestyle photos.

Ideation

1. Contents
2. • Creation of “On Ose!” webzine, the first section of laredoute.fr.
3. • Content focused on the essentials, new collections, fashion trends and designer guides.
4. • Rich media – videos, photos, editorial content via “On Ose!” magazine, email programs and Facebook.
5. Interface
6. • Unlike traditional websites, “On Ose!” is designed as a magazine: thematic sections, editorial articles and large immersive visuals.
7. • Checking product details by clicking on a photo and add it to your cart without leaving the magazine.
8. Social media
9. All magazine content can be shared or recommended via Facebook or Twitter.

Results

1. “On Ose!” magazine helps position La Redoute as a young, modern brand and a fashion authority. The magazine helps consumers stay up-to-date with fashion trends and strengthens their connection to the brand.
2. The magazine successfully engaged consumers: on average users viewed four pages and spent more than three minutes on the site per visit. This interest continued in the long run with 75% recurring visitors.