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Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
Plush Search: Invitation Only Deal Sites and Impact of Search Marketing
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Plush Search: Invitation Only Deal Sites and Impact of Search Marketing

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  • 1. Plush Search: Invitation Only Deals Sites And Impact of Search Marketing
    March 23, 2011
    Michael Perlman, Managing Director Online Media mperlman@compete.com
    Confidential Information. Do not distribute.
  • 2. Introduction to Compete
    Founded in 2000, joined WPP/Kantar in 2008
    Passionate about understanding consumers to inspire great marketing
    Fastest-growing operating company within Kantar in terms of revenue and new customer growth
    World-class advertiser, agency and media clients
    Strategic partnerships to enable marketing optimization and provide holistic view of consumers
    Leading the creation of a global, multi-screen, single-source consumer-panel with Lightspeed Research for WPP
  • 3. What is a “Flash Sale” Site?
    • Membership only communities that provide daily sales on branded inventory
    • 4. Sales last 30 to 72 hours
    • 5. Incentives offered ($10 to $25) to refer new members
  • Flash Sale Sites Are Becoming Major Players in Online Retail…
    • Increase in average unique visitors from 322K in Feb 2009 to 1.05M in Feb 2011 – 226% growth!!!!
  • …And Consumers Are Hooked On These Sites
    5
    3
    Average Monthly Visitation to Flash Sale Sites
    Average Monthly Visitation to High End Retailer Sites
  • 6. Visitation to Flash Sale Sites And High End Retailer Sites Is Intertwined
    14% of all visits to Flash Sale Sites Result in Consumer Visiting a High End Retailer Site in Same Session
    4% of Visits to High End Retailer Sites Result in Consumer Visiting a Flash Sale Site in Same Session >200% growth over past two years
  • 7. Flash Sale Site Visitors – High Earning Women
    Demographic Profile Of Site Visitors
  • 8. Significant Cross-Shop Activity In Category
    Top Referring Sites To Ruelala.com
    (February 2011)
  • 9. How Do Flash Sale Sites Generate Traffic?
    Top Referring Categories
    (February 2011)
  • 10. Competitive Brand Terms Drive Search Traffic
    4th largest referring site from term “gilt.com” and 9th largest referring site from term “ruelala”
    15th largest referring site from term “hautelook”
  • 11. Flash Sale Providers Vary In Reliance On Paid Search As Traffic Acquisition Source
    Paid Search Referrals As % of Total Search Referrals
    (February 2011)
  • 12. HauteLook Drives Traffic From High Value Generic Terms
    Top Destination Sites For Search Term “Designer Jeans”
    (% of Traffic From Term Dec-Feb 2011)
  • 13. Big Takeaway…
    • Flash Sale sites are certainly using search marketing, but it does not appear to be as critical to their customer acquisition strategies as it is to other online apparel retailers
    • 14. Flash Sale sites can increasingly leverage search to grow overall user base, but might diminish “exclusivity” branding that has been core to growth

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