It is generally accepted that online shopping can sometimes be time-consuming and frustrating for consumers; they have to search through blogs, magazines and online stores – often checking back again and again – to find what they want. But it was Gustav Gisseldahl and Martin Landén who decided to take joint action to solve this present, slightly chaotic, situation. In 2012, discussion after discussion about the curious way e-commerce is developing, they launched APPRL, a website that brings online publishers and style influencers, e-shops and shoppers together through smart digital tools. We caught up with Gustav and Martin to discuss what their application has to offer to the market, and, ultimately, what makes a successful application today.
How did you meet and how did you decide to start APPRL?
We met through common friends about 13 years ago. Martin was working as the head of digital strategy at an advertising agency called DDB, and I was working at commercial collaborations at Sweden’s largest broadcasting group.
About three years ago, we started discussing how e-commerce in many cases worked like in the physical world. Retailers open up online stores and expect customers to show up, media only inspire readers, and consumers are left to find the products media are writing about themselves. We wanted to make this a “connected” experience by providing media with the tools to allow them to connect their content to e-commerce, and thereby helping consumers find the products they read about, and at the same time provide customers to the online stores.
How is APPRL different from other online shopping applications?
Our focus is working with premium online magazines and bloggers, and thereby increase the money retailers are willing to pay for the traffic magazines and bloggers generate. Additionally, we are providing bloggers/magazines with several ways of earning money, not just by linking to their blogs/sites with our tools. We are also generating visitors to bloggers/magazines as they get a link to their blog/site on all products they like.
What are the elements an application should have to stand out within the numerous fashion applications?
You need to provide bloggers/magazines with the best and easiest-to-use tools to connect their content to online stores. You also need to provide the best commission rates and ways for bloggers/magazines to earn money. We offer the possibility to create your own shop in a couple of minutes, tag your pictures with products, pick up product links and create linked collages. Other products widgets and a Chrome extension allow bloggers/magazines to pick up product links and save products to their shop when visiting an online store.
How did you get publishers and retailers become a part of your business?
We started out by getting the best retailers onboard. Once we had them, we presented our service to selected bloggers/magazines, and once they joined, it was quite easy to negotiate better commissions from the retailers. Many of the retailers connected to APPRL recommend bloggers/sites they are already working closely with.
How do you measure success? Number of subscribers? Revenue?
There are many ways of measuring success. However, right now our success is primarily measured on the number of bloggers/magazines using our service as the growing number shows us that bloggers/magazines are recommending APPRL to each other which means they like us.
How do you monetize your app?
Bloggers/magazines using our tools, for example to create a shop for their site, tagging their pictures with products, using product links or creating collages for their sites, earn money when generating sales or clicks. We take a small cut of this.
What makes an app appealing to new users?
It all depends on the purpose of the app, but in general it has to provide value to the user; for example, make his or her life easier, be easy to use and provide all help necessary when questions arise.
How have digital publishers changed the way we shop online?
Almost all inspiration comes from digital publishers, who have made retailers like Net-a-porter and ASOS, understand that content is king. As a result, they have started focusing more on creating content for their sites in the form of physical magazines. However, we would say digital publishers remain our main source of inspiration, as we think consumers find their advice to be more relatable and reliable. Also, with all the enormous amount of options available to consumers, we think they need digital publishers to help them sort among them.
How do consumer attitudes form nowadays?
We would say they are a blend of inspiration from digital publishers, retailers and the social climate, meaning more and more people take issues such as overconsumption and social responsibility into consideration before buying things.
How are you planning to develop APPRL?
It is all in the hands of the bloggers/magazines and retailers using our service and providing invaluable feedback. The day we stop listening.
apprl.com
Images © APPRL
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