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Gilt Groupe exec: 15pc of total revenue coming from mobile

April 14, 2011

Gilt loves mobile

Flash-sale ecommerce destination Gilt Groupe has developed a successful mobile strategy encompassing six applications and a mobile site, placing them at the forefront of mobile authority.

Gilt boasts 1.3 million downloads of its app for iPad, iPhone and Android. Executives attribute Gilt’s ability to understand consumers’ passion points and sticking to branding key to its success.

Luxury Daily’s Rachel Lamb interviewed Jason John, senior marketing director at Gilt Groupe, New York. Here is what he said:

Why is it important for luxury brands to have a mobile app?
It is important that all brands have apps because that is where customers are spending time.

With overall smartphone penetration growing to 50 percent, the affluent households that are luxury shoppers are much more penetrated and spending more time on their phones.

Why is brand-customer engagement crucial for luxury brands? Especially via mobile?
Quite simply your brand is your business, so the representation of your brand on any channel is of paramount importance. This is true of Gilt and any of the brands we sell.

Mobile changes the game not only with real estate for creative, but with how users are interacting with it. They are expecting a customized experience beyond what is offered on Web sites.

What are some best practices in having a stand-out app amidst app store clutter?
My advice to retailers is to stick to your brand assets and understand the passion points of your consumers. Then deliver on both, while using the uniqueness of mobile devices.

Sound easy?

For example, our iPad app really plays to our core asset of beautiful photography and delivering an amazing shopping experience.

We then built the app to showcase our assets, while utilizing the browsing features of an iPad to add a tailored experience above our site offering.

Are you allowed to release any of Gilt’s data regarding number of downloads or user response?
We have over 1.3 million app downloads and we continue to push our mobile business.

Our iPad app actually gets longer time per visit than our Web site does!

We are also seeing that more that 15 percent of our total revenue coming from mobile devices and we continue to drive third screen exposure for the brands we sell on Gilt.

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.