The Hudson’s Bay Company to spend $40M on e-commerce with Elle Canada and Instagram features

The Hudson Bay will be bringing advertising to life through Elle Magazine in Canada.

Elle Canada and its parent company, Transcontinental Inc., will be experimenting with shoppable video – which users can watch and click on the items that interest them. They can then find out more information and even buy directly online.

Elle Canada shot five videos featuring clothing, shoes and accessories for sale at the retailer. The September issue features the fall fashions from Hudson’s Bay merchandise in its pages as part of a “branded content” deal with the magazine; in the online and tablet editions, this spread will also include the videos.

In the traditional print version, Elle Canada will include a small label on the images encouraging readers to download an application on their mobile devices, called viewa.

“Developing smart and measurable branded content advertising opportunities for our clients is critical,” Jacqueline Loch, vice president and group publisher for TC Media said in a statement.

Hudson’s Bay has been experimenting with more ways to reach its consumer over hte past few years. The company is spending $40-million this year to catch up to other retailers in the e-commerce space and has been doing some extensive renovations and spending on key areas of its business to bring Canada’s iconic department store into the 21st century. This also includes a new feature to the company’s website which allows users to shop from the Hudson’s Bay Instagram feed.

“Ensuring a positive shopping experience, whether in-store or online, is a top priority for Hudson’s Bay,” executive vice president and chief marketing officer Michael Crotty said in a statement.

TC Media, which publishes other titles such as Canadian Living and Style at Home, is considering using the technology in campaigns for other advertisers in future.

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