Gilt Groupe is an online flash sales retailer known for discounted designer fashion, home goods, and travel packages. It offers limited-time sales exclusively to members over 36-48 hours. To attract more customers, it uses FOMO techniques like limited inventory and invitations-only access. It aims to target upper middle-class mothers and daughters who enjoy shopping together through exclusive events, competitions, and cause marketing initiatives promoting mother-daughter charities. Proposed marketing tactics include improved mobile apps allowing co-shopping, a blog for mother-daughter discussions, and TV ads emphasizing the social aspect of shopping together remotely.

1. Give to GET
Luxury shopping with heart.

2.  What is
 Issue
 Impact
 Insight
 IMC Ideas
 IMC Images

3. is an Online retailer based in the United States.
• Founded in 2007
• Stages online ‘flash’ sales
• Offers women’s, men’s, and children’s designer apparel and
accessories
• Also offers home goods, high-end travel destinations at
“discounted prices”
• Immediacy- “limited time sale!”
• Invitation or request to join ONLY
• Coined the ‘darling of luxury-obsessed bargain hunters’

4. OR
Request Membership Accept an invitation from a
friend or family member

5.  GuiltGro entices consumers to spend money
with special “sale” prices
▪ Getting a good deal means that consumers feel good
about their purchase
▪ Inviting others into the “club” also helps to take away
the guilt associated with being a frequent shopper
 “If Jen buys something from Guilt Groupe everyday than it is
okay if I do too.”

6. 1.Those who invite others receive a credit on 6. Mobile applications are available and extremely popular
their account the first time someone they among Guilt Groupe consumers
invited buys something ($10.00)
2.Guilt Groupe has a special category called 7.
Gilt
Groupe
gave
a
$10.00
credit
to
the
first
10,000
ipad
owners
who
“jetsetter” with luxury vacation packages registered
for
new
membership
through
the
application
3.The sales ONLY last from 36-48 hours 8.Females
use
Gilt
Groupe
more
then
men,
but
they
feature
a
lot
of
mends
clothes
and
products
4. The supply is extremely limited, which adds to 9.
You
MUST
be
a
member
in
order
to
view
the
sales
the exclusivity
5. Multiple new boutiques open everyday! 10.
On
the
site
there
is
a
special
“city”
tab
that
is
similar
to
Group
On
(features
special
deals
for
specific
cities)

7. Strengths Weaknesses
-Sense of immediacy encourages sales -Not very well known
-Strictly online retailer -Many sites like it
-Exclusivity -limited inventory
-Leader in its category -Little advertising
-Competitive prices
-Convenience
-Large scale of products
Opportunities Threats
-Room for large and expanding membership -Competing sites: Rue la la, Ideali
-Word of mouth travel -Poor economy
-Appearances in the media -Products not meeting consumer satisfaction
-Advertising -In store shoppers
-Those who dislike shopping online

8. Shoshanna
Miss Sixty
Calvin Klein Collection

9.  Who do we intend to target in this campaign?
Mothers Daughters
AND
Enjoy shopping
together even
though they
might not still
live together
Upper middle-
Upper class

10.  People love the idea of shopping online, it is easy and
convenient.
 The sense of competitiveness and wanting to score a great
deal is motivating and exciting to the sites consumers.
 The members of this group like that it is exclusive and not a
wide spread phenomenon.
 The idea of saving a lot of money on high quality items is
very attractive to the sites audience.

11.  More exclusive than competitors
 Quality items
 Allows you to save items in your cart, unlike
competitors
 Range of products
 Higher discounts

12. Personality
Fun
Focused
Busy
Con-ident
Stylish
Smart
Features
Online
shopping
Clothing,
accessories,
Trendy
household
items,
trips.
Discounted
prices
Designer’s
labels
Competitive
buying
Emotional
Value
Quality
Saving
Appearance
Success
Exclusive
Important

13.  Mother/Daughter Event
▪ Tickets to special event will go on sale on March 15th
 Competition for the best Shopping Duo in the
United States
▪ Mothers
and
daughters
(or
those
who
have
a
similar
role..grandmothers,aunts,
etc.)
▪ Submit
a
video
explaining
why
they
are
they
exemplify
the
“Give
to
Get”
motto
 Cause Related Marketing
 When you sign up you get to pick from a list of charities
that you want your purchases to benefit
 During the campaign, you will only be able to chose from
mother/daughter organizations, but after the campaign
there will be a wider range of organizations to chose from

14.  Guilt Talk
 A blog where mothers and their daughters can talk about top deals,
purchases, up coming events, and charities that they are passionate
about
 Television Spot
 Features a mother and daughter shopping online together over the
phone
 Emphasizes the point of having a shopping buddy, without being in
the same physical space
 Updated iPhone application
 Enabling you to shop with a friend
 Iphone application will allow you to browse through the site at the
same time
 You can talk on the phone with them or send messages through the
application

15.  New feature
 Allows family member to link their accounts
together
▪ Benefits: They will be able to support the same charities
and they will be able to see what each person bought
 Mother’s Day Promotion
 All mothers will receive an email about saving
20% on Mother’s Day (we will know that they are
mothers because of the information given during
registration)

16. Shop
TOGETHER…
on
your
iphone.
Updated iphone
application..
Makes shopping with
someone else easy!
Talk
or
send
messages..while
shopping

18. Introducing…
Guilt Talk..
A mother/
daughter
blog about
fashion,
purchases,
and causes
Give to GET