Shopping app might be SXSW’s big news
‘Style influencers’ tech could revolutionize how we shop online.
One of the biggest technology innovations at South by Southwest had nothing to do with virtual reality or artificial intelligence, or any of the other sexy tech topics that tend to dominate the conversation at tech conferences.
Promoted without much fanfare during an interview inside an Austin Convention Center ballroom, Amber Venz Box, the president of a Dallas-based company called RewardStyle, described an app the company released March 6 that could revolutionize the way people shop online.
Box’s company develops technology that helps fashion or lifestyle bloggers, or “influencers,” make money, by giving them a cut of the online sales generated for brands when someone reading one of their posts actually buys the clothes or other merchandise they are featuring.
This version of affiliate marketing is one of the invisible ways retailers are tapping into the power of social media to draw people to their sites online. RewardStyle is one of the main companies fueling what’s known as “social shopping.”
RewardStyle was started in 2011 by Box and her then-boyfriend, now-husband Baxter Box, who is an engineer. At the time, Box was a fashion blogger trying to fig-