Bricks + Mobile: The Future of Shopping is Now!

The Future of Shopping is Now Bricks and Mobile: April 18, 2012ALEXANDRA WILKIS WILSON, FOUNDER AND CHIEF MERCHANDISING OFFICER

TODAY’S DISCUSSION 1. GILT GROUPE2. CRM: THE IMPORTANCE OF PERSONALIZATION 3. THE IMPACT OF MOBILE 4. SOCIAL MEDIA AND ITS USAGE 5. THE MERGER OF COMMERCE AND CONTENT 2

Launching Gilt Groupe: The Start-UpNovember 13, 2007, 9:00 AM 13,000 of our personal friends 8 of us sitting shoulder to shoulder

Launching Gilt Groupe: BringingSample Sales to the Internet Would we be overcome with customer inquiries? Would we have to put on flats to sprint through the warehouse space to pack boxes?

Our First Sale - Was This a RiskWorth Taking?

Gilt Groupe At-A-Glance MEMBERS MONTHLY SHOPPERS BRANDS5 Million+1.5 Million 6,000+DAILY UNIQUE VISITORS PACKAGES SHIPPED PER DAY DIRECT CONTACTS PER WEEK400,000 15,000 12,000 PICTURES / DAY FASTEST SELL OUT MOST EXPENSIVE ITEM3,000 0.25 sec. $200,000 6

THE GILT EXPERIENCE Traditional E -C ommerc e GILT R lb a dC ne iet e l n o vn n ia e A d te n F n d ic a d u iv Eey in vr h g t C rt ua d e H v t… ae o W n t… a to T x Divn rwin et re Bo s g - V u l rwin isaBo s g Po u t re Soe rd c Divn trs - LeteDivn trs if y - re Soe sl S m Po u t vr D y a e rd c E ey a N w vr D y e E ey a S ac erh D c vr isoey B y rf o G o l u Taic n o g f e V aa dR p a irln e et3

GILT’S BUSINESS MODEL Appointment Shopping S ales s tart at a s et time and have a hard s top. Call to Action 48% of items s ell in the firs t hour. 65% of items s ell in the firs t 2 hours . S hopping on GIILT is en era men and s t t t in t por. Customer Engagement 75% of orders are from repeat c us tomers . 46% of c us tomers have made 3+ purc has es . E vent s ales drive s haring and media impres s ions . Viral Marketing Members -only model drives referrals Lifestyle C us tomer lifes tyle drives bus ines s expans ion: Fas hion, Offering Home, Travel, S ervic es , Wine and Food, E xperienc es4

From Fas hion to Lifes tyle Brand5

Gilt’s OfferingThe most aspirational shoppingexperience for a stylish lifeThree pillars to delivering this experience:• Coveted clothing, accessories, home goods, services and travel• Simple, fast and fun site experience• Personalized shopping 10

Predictive Commerce8

Customizationis customers telling you what they want Personalization is the company tailoring experiences and products to meCRMbroad term that encompassesusing data and technology to enhancea customer’s interaction with your company

Personalized ShoppingUsing data from browsing, shopping and appends,Gilt offers a member a personalized experience tailoredto the current and changing shopping behavior. 13

Data Capture is Critical Internal Data External Data • Transactions: what product • Demographics they buy, when, how • Psychographics • Demographic • Media Appends • Web behavior • Interests • Source of business entry • Marketing campaign tracking 14

Key PointPersonalization is achievable if youknow who the person is!At Gilt, we have this luxury because all members must be signed in.Most sites do not know who is shoppingAt Gilt we talk to our customers every dayDirectly, and by tracking behavior 15

Personalize Each Email Tops picks based on purchase behavior Category prioritization based on browsing behavior14

How Do We Do This:We have developed two regressionmodels that are run dailyBrowsing – What sales have you browsed / visitedPurchase – What sales have you made purchases from This is product category based (shirts, blouses, shoes, etc.) to handle new brands. 17

Email ExperiencesTARGETED EMAILSEmails are generated to remind users when adesigner they have previously shopped is onsale again. 18

One to One Site MerchandisingMos t likelyWomen’s s alefor you Prior HomePrior J ewelry s ales aleNoir s ale Women’sMen’s s hoes exerc is e 19

“The products they show me are the one’s I want. They are based onwhat I am currently looking for either on their site or other sites. Theyknow what I have bought before and I don’t buy large bags.” “When there are problems with my orders they tell me before I find out.”“When I call and talk with them, they know me and can really help.” 20

A Store in Your Pocket27

The Gilt on the Go apps The iPhone, iPod Touc h, iPad Opportunity •1 3 MiP o e n iT u hues ol id * 1M h n a d o c sr wr w e d •7 MiP d sl M as o d •G t e b r wr ak gf a a t so wil il m es ee sin o wy o h p he m r m be o il Marketing Objec tives •Div in rm narvn e y rv in m m es re ce e tl e u b poid g e b r a e wyoso weee te ae a t h p h rvrh y r •At c n w e b r t G t ru e ta t e m m es o il o p r GS uc: A y c s oae e iu et ae f mA p ( A L c m a ye ot o re sm o H rc D d , s td r im o p l A P ) o p n rp r e s

Members will buy almos t anything on theiriPhones and iPadsC us tomer S naps hot• O Gto : 7% f a , 3% n il m 0 e l 0 .c me ml ae• O G t o ilA p : 5 % f a , n il be p s 0 e l M me 5% ml 0 aePurc has ing S naps hot• O e 3Mlnd wl d b te n vr il io o n a s ewe o iP o e iP da dA do a p h n , a n n rid p d wl d o n as o• Divs 0 o rvn e n re 2 % fee u o wed y a d3 % o wee d e k as n 0 n e kn s• S e gs o gm be uc ae in e in t n o ilp rh ss r a c tg rsP rh ss a e n l ae oie. uc ae m d o l te il p s c d : h G t p in l e a u

Les s ons from the Gilt mobile appsLearning #1: Des ign for eac h Devic e•T e a a pws eig e t b a h iP d p a d s n d o e ne tr in e t o re uin ue’s o nim net m n suc d rg sr d wt e a•T e h n a pws eig e t poid intn h iP o e p a d s n d o rv e s t aac s t so G t a s n po u t c es o h p il l a d rd cs se

Les s ons from the Gilt mobile appsLearning #2: Optimize forWeekends and “ Downtime”• M be sg p as np b o ilua e e k o u l ic h las n wee d o y a d e kn s id• M be xl iv sl o ilec s e a s u e tree t te sr in st ag td o h ue m d e d rgd wt e uin o nim• H m a dK s ae oie o e n id ctg rs p r r wl nwee d ef m e o ekn s o l

Les s ons from the Gilt mobile appsLearning #3: S peed, S tability,S c alability matter•L re u b r f a e ae u s e gh b t ag n m e o im g s r o r t n t, u rc ae g gt sa o m be eics h ln in o cl n o ild v e l e•C nin ay om k te p f tr o tu l t ae h a p a e l s•N e t rp litrt o m be rd cs e d o a id eae n o ilpo u t ywh A p ’s p Soe rm wr itin p l A p tr f e ok e a

Social Media: Go to the Conversation21

Bring S ervic es and S ales to the C onvers ation22

C onnec t Real time with our C ons umers •M n g d aae C m u its o m nie •C s m r ev e ut e S r o ic I ef e n r c in ta F cb o a d ae o k n T it r wt e •Po c e rat iv M noin a d o itrg n R so s ep ne22

Give Them Lots to Talk About and Share •C net ot s s •F nDivs ho g a re tru h C ait hr y •V aI e te irl cnivs n •S e p t e we s ks a •P ooS ain h t h rg22

Surprise & Delight18

WOW SALES DRIVE EXCITEMENT For the relaunch of the Jetta, Volkswagon and GILT partnered to sell 3 customized Jettas @$5,995 (MSRP $22,945): • 1 mobile sale / 2 mobile + web sales • 50MM+ high value impressions • 350K unique visitors to sale • Sold in under one second • 55K on Jetta waitlist19

WOW SALES LADY GAGA VIRGIN AMERICA • Sales curated and styled by • Bundles of short haul, Nicola Formicetti medium haul, long haul • Dress worn in Mugler show tickets • Tickets Mugler show in • Largest sale ever on Gilt Paris (over $3M in 24 hours) • VIP access to Lady Gaga concerts and parties • Over 100M media impressions20

Content and Commerce Have Merged21

Content is Best Delivered Through Imagery22

Consumers Navigate and Learn Visually22

Romanc e the Produc t with C ompelling Images . Written C ontent J us t E xplains .24

Last Thought32

It’s Just the Beginning… Focus on what you can do online that you can’t do offline • There is no success roadmap for marketers or brands. Experiment. •Don’t expect immediate payback from investments in social. Social is about 100 small things, not one big push • Just because you open a store doesn’t mean they’ll come. Give them a reason to come – and find a way to go to them •Convenience and reliability aren’t enough anymore. Make it fun, keep it new.33

THANK YOU www.gilt.com/alexandra @ GiltAlexandra 40

Bricks + Mobile: The Future of Shopping is Now!

by Remodista on Jun 10, 2012

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 210

Statistics

Bricks + Mobile: The Future of Shopping is Now! Presentation Transcript