Meredith Corporation plans to integrate e-commerce options \u201cseamlessly and natively\u201d into more of its content to make it easier for people to buy things \u201cand give them a great experience on the back end.\u201d The publisher\u2019s e-commerce and shopper marketing plans were one element of its Digital Content NewFronts<\/a> presentation last week.<\/p>\n \u201cOne of the things that you\u2019ll see is that e-commerce tends to end up over on the side in some cases,\u201d Meredith\u2019s VP, Innovation, Corbin de Rubertis says in this interview with Beet.TV. \u201cBut we really try and weave it into the experience itself. As when you\u2019re looking at a recipe, for example, you should be able to see the ingredients from local stores or Amazon Fresh, for that matter.\u201d<\/p>\n The weaving results in \u201ca discreet button\u201d at, say, the bottom of a recipe. \u201cYou can push the button and all that stuff goes into the cart and you\u2019ll have it on your doorstep that afternoon,\u201d says de Rubertis, adding that Meredith has a \u201creally interesting network of partners\u201d on the retail side.<\/p>\n \u201cThen we also work with the brands, because the brands are often positioned inside the retailers. We want to make sure there\u2019s a place for them as well.\u201d<\/p>\n Sometimes Meredith will work with both at once, for example a L\u2019Oreal skincare product that can be purchased online at Target.<\/p>\n Like other publishers, Meredith has long positioned relevant products nearby its editorial content, separated from the content itself. A recipe in Better Homes & Gardens might be accompanied by suggested cooking utensils<\/a>.<\/p>\n While the concept of e-commerce is nothing new, de Rubertis says it should be better integrated into the content consumption process.<\/p>\n \u201cI think in a way, it\u2019s almost just getting started,\u201d he says. \u201cIt\u2019s been relegated to kind of the back page or a shopping section on most sites and we\u2019re really betting on the fact that consumers want to see that as long it\u2019s relevant.<\/p>\n \u201cAs long as it\u2019s relevant and useful, contextualized and appropriately targeted at the audience, we believe it\u2019s part of the content in a lot of ways. It saves the consumers from having to go off to retailers\u2019 sites sometimes and kind of ping pong in between so they get the inspiration and they can act on it immediately.\u201d<\/p>\n