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Gilt Groupe ups the ante with Facebook-exclusive sales

August 25, 2011

Gilt Groupe's Facebook page has added benefits

Luxury flash-sale site Gilt Groupe is bolstering its social media presence with a new Facebook-exclusive sales tab that will likely increase brand loyalty and the number of fans.

The new tab carries collections of apparel and accessories, with the first sale curated by Gilt’s women’s buyer, Caroline Knepp. Prior to the tab, the brand rewarded loyal Facebook customers with first-access to a handful of the site’s flash-sales.

“Our Facebook store gives Gilt Groupe a greater opportunity to continue providing our members with unique experiences,” said Jason John, senior director of marketing at Gilt Groupe, New York.

“Facebook’s platform is the perfect host for an increased social shopping experience that allows our members to share and discuss that experience with friends and other customers,” he said.

Friends with benefits
Gilt Groupe built the hype surrounding the Facebook-exclusive store by posting an announcement on its social media pages and Web site the day before the store went live.

The Facebook exclusive sales began Aug. 22 with four different sales.

The sales included Ms. Knepp’s curated boutique for women, the man about town collection for men, the Vera Wang home collection and a special children’s sale that featured Spongebob apparel, accessories and toys.

Gilt Groupe's first Facebook exclusive sale

Furthermore, Gilt Groupe hosted a live Q&A with Ms. Knepp on Facebook the following day.

The Facebook store sales start at noon Eastern Standard Time, the same time as the regular Gilt Groupe flash sales.

Prior to launching the exclusive tab, the retailer used Facebook to give loyal customers first access to selected sales.

This was likely a test-run to gauge its Facebook audience’s reaction to the social store.

For example, on Aug. 16, Gilt Groupe allowed Facebook fans to shop the David Aubrey jewelry sale on Facebook a full 24 hours before the sale went live on the Gilt Groupe site.

“Social media is a core platform for Gilt Groupe,” Mr. John said. “As an Internet-based company, we strive to engage and interact with our customers through social media.”

Facebook exclusives sale page

Social meter
The Gilt Groupe Facebook exclusives tab is likely helping it gain new Facebook followers.

The Facebook exclusive sales are being promoted on the branded Web site and in the Gilt Groupe’s daily emails.

In the emails, the brand placed the Facebook exclusive sale within the day’s sale options alongside an indication that it was a Facebook sale.

An email from Gilt Groupe

When consumers click through the Facebook sale link, they are brought to the social media site instead of the normal shopping Web site.

The Facebook-exclusive tab also gives Gilt Groupe a chance to reward its loyal customers, something increasingly important to affluent consumers.

Gilt is promoting the Facebook-exclusive store on all of its subsidary Facebook and Twitter pages such as Gilt Children’s, Gilt Man and Gilt Home, making the store announcement the welcoming page for new users.

The brand has done the same with its segmented Twitter accounts.

“We like to provide exclusive experiences that our members will enjoy and want to share with their social networks,” Mr. John said.

“Gilt’s new Facebook store [lets us] feature special partnerships with our brands as well as allowing our stylists and buyers to engage members directly,” he said.

Even with the overwhelmingly positive response, Gilt Groupe does realize that continuous updates and adapting to new technology is vital for the online retailer.

“Our members are so passionate and the feedback has been very positive,” Mr. John said.

“Of course, we have a lot of work to do to make sure we are providing the best and the most seamless experience for our customers across online, social and mobile channels,” he said.

Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.