These days, shopping online is like going to a post-Oscars party. You can grab a drink (in this case, one from your home bar) and settle in to see some of the hottest stars and the hottest fashion. Who’s the latest guest to join the party? Justin Timberlake.
This week, BeachMint announced Justin Timberlake will work with his interior designer, Estee Stanley, to select home goods and accessories to be sold on HomeMint.com, the company’s newest property to launch later this spring. JT will be in good company, lending his name and design sensibility alongside Kate Bosworth (JewelMint), Jessica Simpson (BeautyMint) and Rachel Bilson (ShoeMint). In similar news, LuxeYard.com, a luxury home furnishings and décor flash sale site, announced the addition of entertainment journalist/reality TV personality Giuliana Rancic to its list of curating trendsetters.
Why Celebrity Curators Equal Big Business for E-Commerce
According to this Practical Ecommerce article, when OpenSky first launched its e-commerce site, leveraging influential bloggers to sell merchandise, the model did not work. When the company relaunched in April 2011 using celebrity curators (Kristin Cavallari, Guy Fieri and Molly Sims, to name a few) who choose the products and accompanying recommendations and content, it was a model that worked. Revenue and orders are growing 50% month to month, and the company hit $1 million in sales last October.
While celebrity endorsements are nothing new, why does celebrity curation have such a profound and positive effect on e-commerce sales?
Personalizing the Website: Celebrity-curated e-commerce sites bring a personal feeling to the online shopping experience. Customers aren’t virtually strolling down Amazon.com’s endless array of aisles, but are instead being guided in their shopping experience to items that are already endorsed to have value.
Appeals to Women: Women do the majority of online shopping and tend to use the web socially much more than men do. Most of the categories that have so far seen success with celebrity curation – home goods, apparel, cosmetics, cooking – are verticals where women buy, and much of the celebrity curation has been geared toward that demographic.
Brand-Building: By aligning with a celebrity, online retailers get the halo of that celebrity’s reputation. It’s a fairly quick way for a website to establish its expertise, style and reputation.
And, of course, it’s a bit of good, old-fashioned star power. After all, when it comes down to it, wouldn’t you like a little more Justin Timberlake in your home?