2. Its
nice
to
meet
you
Jessica
Jaye
Harley
VP
Customer
Marke5ng
Gilt
Groupe
For
context,
prior
experience
includes:
• VP
Online
Marke;ng
FTD.com
• VP
Marke;ng
Borders
• Director
Marke;ng
Barnes
&
Noble
• 10
years
direct
marke;ng
3. Who
we
are
• Launched
November
2007
• Curate
broad
range
of
daily
sales
to
serve
membership
• Over
6,000
premium
brands
featured
3
4. Who
we
are
• 1/3
of
total
company
sales
occur
noon
hour
on
weekdays
• Compe;;ve
shopping
• Sales
last
36
hours
• Average
160
sales/week
5. Who
we
are
• 4.3
million
ac;ve
members
• Over
1/3
login
in
any
month
• Extremely
loyal
customers
• 65%
Noir
members
purchase
each
month
• Interna;onal
shipping
launched
November
2011
6. Who
we
are
• Named
by
Fast
Company
as
one
of
the
Top
25
Innova;ve
Companies,
#1
in
Fashion
• Internet
Retailer
Top
500
Rank
of
49
• DMA
2011
Marketer
of
the
Year
7. Who
we
are
• Growth
largely
fueled
by
fantas;c
customer
experience
• Acquired
less
than
1/3
of
our
members
via
paid
marke;ng
efforts
to
date
• S;ll
growing
–
20%
of
purchasers
each
month
are
new
customers
8. Who
we
are
• Women’s
Fashion
• Men’s
Fashion
• Children’s
Clothing
&
Toys
• Home
• Gourmet
Food
&
Wine
• Travel
Experiences
• City
Experiences
9. Who
we
are
• Shoot
almost
all
our
own
photography
• Undergoing
major
rebranding
• Lighter,
friendlier
and
more
accessible
• Allows
product
and
color
to
shine
9
31. People
are
S;ll
Paying
Agen;on
to
email
87% of
email
users
check
personal
email
daily
51% of
daily
mobile
email
users
check
personal
email
4+
;mes
daily
Merkle;
View
from
the
Digital
Inbox,
February
2011
32. Even
those
who
say
they
are
not
60% of
those
who
report
they
have
a
special
account
for
retail
emails
say
they
check
it
daily
Merkle;
View
from
the
Digital
Inbox,
February
2011
33. But
they
are
changing
HOW
they
interact
with
email
35. While
s;ll
the
minority…
Up 34%
Return
Path:
Mobile,
Webmail,
Desktops:
Where
Are
We
Viewing
Email
Now?,
Nov
2011.
Mobile
%
increased
34%
from
April-‐Sept
2011
vs.
prior
6
months
36. Mobile
%
is
Growing
Rapidly
%
Total
Email
Opens
Up 51%
20%
Mobile
PC
80%
Kno;ce,
Mobile
Email
Opens
Report
;First
Half
2011,
up
vs.
Q4
2010
49. It
is
becoming
clear
that
Email
and
Mobile
will
dominate
over
Social
when
it
comes
to
revenue
50. Stores
shupng
down
on
Facebook
Facebook
stores
that
opened
and
closed
in
the
past
year:
• Gamestop
• Gap
• JC
Penny
• Nordstrom
51. “It
was
like
trying
to
sell
stuff
to
people
while
they’re
hanging
out
with
their
friends
at
a
bar”
52. Consumers
prefer
to
receive
promo;ons
via
email
over
social
Where
Consumers
Prefer
to
Receive
Retailer
Promo5ons
+
+
Social
4X
2X
Email
Adults*
Youth
15-‐24**
*Internet
Retailer:
Young
consumers
use
e-‐mail
to
find
deals,
July
2010
**Internet
Retailer:
For
store
promo;ons,
e-‐mail
tops
social
media,
June
2010
54. Social
is
crucial
to
brands,
email
and
mobile
beger
cater
to
direct
response
sales
driving
55. Social
is
a
great
tool
for
brands
to
build
a
rela;onship
56. Provide
fantas;c
customer
service….
Hi
Gilt,
me
again.
Well,
late
tonight
you
totally
solved
the
order
problem
in
a
kind
of
unexpected,
"wow"
way.
Thanks!
64. Mobile
email
openers
are
not
clicking
%
Gilt
Email
Opens
%
Gilt
Email
Clicks
Mobile
PC
PC
65. Tabbed
browsing
prolifera;on
also
likely
causing
click
declines
57% of
users
switch
tabs
in
a
session
Jeff
Huang,
Ryen
W.
White
(June,
2009).
"Parallel
Browsing
Behavior
on
the
Web"
67. Based
on
direct
click
revenue?
Gilt
Email
Revenue
%
Total
Click
Only
Email
Revenue
Non-‐Email
Revenue
68. What
if
we
add
in
revenue
from
same
day
email
clickers?
Gilt
Email
Revenue
%
Total
w/Clickers
Email
Revenue
Non-‐Email
Revenue
69. How
about
email
openers
who
purchase
in
same
day?
Gilt
Email
Revenue
%
Total
w/Openers
Email
Revenue
Non-‐Email
Revenue
70. Or
revenue
from
all
same
day
email
recipients?
Gilt
Email
Revenue
%
w/Recipients
Email
Revenue
Non-‐Email
Revenue
71. Perhaps
oversta;ng
it,
but…
Some
por;on
of
Gilt
Email
Revenue
%
w/Openers
these
sales
are
driven
by
email
received
Email
Openers
&
Clickers
Email
non-‐Openers
Email
Non-‐
Recipients
72. The
key
is
we
need
to
be
flexible
in
our
understanding
of
email’s
value
or
we
could
be
making
wrong
decisions
73. When
tes;ng,
ensure
right
metrics
Email
Tes;ng
–
Ensure
that
you
are
capturing
the
full
impact
of
tests
with
cross
channel
ac;vity
Lifecycle
Marke;ng
–
Ensure
that
purchases
are
incremental
over
;me
Cross
Channel
Promo;ons
–
Does
total
spending
behavior
change
a{er
cross-‐
channel
promo;on?
75. Bricks
&
Clicks
is
more
challenging
Loyalty
Cards
–
If
customers
are
earning
something
they
have
incen;ve
to
give
you
email
and
pull
out
the
card
Store
Credit
Cards
–
Will
always
impact
a
lower
%
of
customers,
but
will
be
most
loyal
ones
Credit
Card
Data
Analysis
–
Painful
route
76. What
would
an
email
presenta;on
be
without
discussion
of
Relevancy?
77. Relevance
is
now
more
important
than
ever
Single
campaign
w/segments
by
format,
offer,
#
sales,
products,
etc.
across
channels
Stated
Preferences
Loyalty
Machine
Program(s)
Learning
Predic;ve
$"
Models
Campaign
Management
Purchase/
Browse
Member
History
Data
Cube
'""""""
"""""""
"""""""
User
Input
"""""""
"""""""
Merchandise
Strength
$
Customer
Spend,
RFM,
Outside
Data
(Demo/ Sa;sfac;on
Lifecycle
Shopping)
5'
4'
3'
2'
Series1'
1'
0'
1'
2'
3'
4'
Series1' Campaign
Results
84. Key
Takeaways
Unified
Voice
–
across
all
channels
Understand
what
is
behind
data
–
It
could
change
your
strategies
Be
where
your
customers
are
–
Understand
the
mindset
they
are
in
Be
relevant
and
flexible
–
Adapt,
adapt
adapt
85. Ques;ons?
Jessica
Harley
VP
Customer
Marke;ng
Gilt
Groupe
jharley@gilt.com