“We got 50 brands up and running fast, then optimized our approach with each”
Under 7 Days
To List a New Brand
Cutting through the clutter is what The Fascination is all about. They thoughtfully seek out and review brands and products they love, then share those brands’ stories and product reviews with customers – all in one seamless online experience. At The Fascination, customers can spend time discovering, exploring, and shopping a variety of brands and their products for every aspect of their lives.
Create a Marketplace with Zero Inventory
The Fascination originally chose a pure affiliate model where they would monetize content by taking a commission of sales generated by traffic driven to the sites of their partners.
Matt and his team soon realized that sending consumers to their partners’ site was not the ideal customer experience. So they decided to shift The Fascination from an affiliate model to a dropship model with no inventory, built around the concept of a shoppable direct-to-consumer marketplace.
“As a pure affiliate play…you don’t own the end-to-end experience from discovering a product to the purchase,” says Matt. “From an experience perspective, as brand operators and marketers, we really wanted to have that.”
Integrating Suppliers With Diverse Requirements at Scale
The Fascination team ran into the problem of how to connect their ecommerce platform with the systems of their suppliers early in their process.
Due to the resources they have available, emerging brands rarely have the capability (or patience) to work with solutions like EDI. This results in long implementation times and brands churning through the onboarding process.
On the flip side, more established brands would want a path to integrate via EDI or SFTP given the nature of their systems. The Fascination needed a platform that would allow them to integrate directly into any brand that they wanted to work with, regardless of their system.