The growing number of influential Weibo commentators are increasingly opening their own online shops or promoting products.
The catalog is designed to aid product discovery among shoppers.
Musicians considering a purchase of a premium guitar have another option to discover their next prized instrument with the launch this week of the Musician's Friend interactive catalog.
Developed with help from digital catalog developer Zmags, the Musician's Friend Private Reserve Interactive Catalog showcases premium and collectible instruments. The first issue focuses on guitars.
Consumers using a desktop or tablet browser tap a link on MusiciansFriend.com to open the catalog, which contains high-resolution images of available instruments and information about the instrument's history.
The catalog also incorporates zoomable 360-degree product views, branded video and audio clips of the instruments in action. Consumers also can download images of products to use as desktop backgrounds. When they are ready to buy, shoppers can click a shopping bag icon which takes them to the retailer’s e-commerce site to complete their purchase.
"Shoppers want to engage on demand, across multiple channels and devices," says Ryan Villiers, director of enterprise brand experience at Musician's Friend. "The advanced Zmags platform enabled us to emulate the feeling our customers could previous only get while playing an instrument for themselves. Most of all, we wanted guitar lovers to dive into the catalog and have some fun."
Consumers also can access the catalog via the Musician's Friend Facebook page.
Zmags has worked with other retailers including PartyLite, a merchant that specializes in candles, home fragrances and décor, to create digial magazines. Musician's Friend is No. 44 in the Internet Retailer Top 500 Guide.