What’s an e‑commerce manager to do when a newly-launched mobile app turns out to be a bit of a flop? Go back to the drawing board and make a better one.
That’s what fashion e‑commerce startup Monogram has done, after the iPad app it launched last year turned out to be a little underwhelming in the consumer interest it attracted. It was meant to be a shoppable, mobile magazine for fashionistas and it looked seriously promising, allowing users to buy items that tickled their fancy in a jiffy. But it just didn’t catch on as expected.
A phoenix rises
Monogram founder Leo Chen didn’t go into a corner and sulk, however. Like the most seasoned of e‑commerce managers, he took a long hard look at it and realized it didn’t sufficiently motivate users to share individual products. That’s how Monogram 2.0 came into being, rising phoenix-like from the ashes of its predecessor. It’s just been launched — and it looks set to solve the problems of the earlier app admirably.
It’s a bloggers delight: by using a full suite of web-editing tools, bloggers can create posts or even full “magazines” to share their fashion favorites with others. The publishing part of the tool is wonderfully simple to use, but here’s the thing that’ll rouse the admiration of the innovative e‑commerce manager to envy-point: the fabulous integrated search functionality. Bloggers don’t have to set out on a hunt through the labyrinth of the net to find the items they want to add and they don’t have to go through the laborious process of adding affiliate links. Monogram’s integrated search function does all that.
And to cap it all, this new version of Monogram makes sharing and viewing addictively simple: it’s built as a responsively designed web app, which means that it can be viewed on a tablet, a smartphone or a desktop PC. But it doesn’t stop there. New features for bloggers like advanced reporting are in the pipeline and an affiliate model is under development so that Monogram can get paid for any item sold through its magazines. According to Chen, when this is up and running, the bulk of the payments will go to the bloggers while the firm will take a small cut.
This app looks destined for great things.