In an early example of how a major fashion retailer is working with the iPad, Macy's is using the Apple tablet to turn its summer catalogue into a shoppable slideshow.
Macy's 60-page print catalogue was converted into a two-page spread into which a 20-page slide show is embedded, with links to shop at Macys.com. The ad is running across the digital editions of 20 titles including Elle Decor and Marie Claire.
The ad was handled by Zinio, which converts magazines to digital editions and sells ads across those editions.
The program turns the conventional magazine ad on its head, said Nicholas Pavach, vp, advertising sales and custom publishing for Zinio.
“Traditional magazine ads are branding mechanisms for advertisers,” he said. “It’s unique to use magazines to launch a catalogue.”
The program presented a challenge for Zinio, given Apple’s ban on Adobe Flash animation. While a Flash-supported Macy’s catalogue is available in its entirety on the magazines’ Web-based digital editions, Zinio had to produce a smaller, non-Flash version of the catalogue for the iPad.