NME.com launches online shop to become major retail destination
NME.com is launching a major online shop and download store.
The IPC music magazine brand launched the first retail section of the site this week, with other digital content in the pipeline.
IPC is keen to make the site stand on its own as a music and fashion retailing destination.
The move is the latest among publishers launching shopping propositions as a way of further monetising their sites. Last week Emap, now Bauer, revealed a series of shopping portals to go hand in hand with three of its female titles (NMA 31.01.08).
The new NME store, developed with music marketing firm Trinity St and found at nme.tsdshop.com, will include a bundling concept. This will wrap a CD, download and band merchandise into one purchase.
Additionally, IPC marketing executives want to see the site become a fashion destination. The company has signed up to sell Converse and Amplified products.
IPC Ignite digital development manager Mike Dixon said, "We're still working on this but there are a lot of developments yet to happen.
"We're very keen on this bundling idea and believe we're one of the first music retailers to wrap merchandise in with downloads and CD sales.
"We want this to be a destination site. It shouldn't just be seen as a bolt-on," he added.
Dixon said the site would first be promoted through NME's magazine and site, with a more developed marketing strategy in the pipeline.
