Home  › Social › Social Commerce
american-apparel

American Apparel's National 'Groupon' Combines Stores, E-commerce

  |  November 18, 2010   |  Comments

Clothing retailer is the group-buying platform's featured advertiser today and will run as a 'side deal' through Sunday.

American Apparel is running a nationwide Groupon today, offering $50 worth of clothing for $25. While the Los Angeles-based retailer can only hope to match the success Gap achieved in August, its offer has some interesting quirks in comparison.

First, vouchers purchased by people in the 55 markets with an American Apparel location (e.g. San Francisco, Kansas City, Nashville, TN, and Miami) can only be redeemed in the store. In markets like Missoula, MT, where there is no store, the voucher is redeemable only on the brand's e-commerce site. By contrast, Gap's $50-for-$25 offer was for store customers only, a bid to drive foot traffic and motivate shoppers to spend extra.

American Apparel's offer went out to Groupon's e-mail list of 15 million recipients. The deal is also being distributed on eBay due to Groupon's recent advertising agreement with the auction site, representing an avenue that was not available at the time of Gap's run. And while Gap's deal was only available for a day, American Apparel's offer can be purchased until Sunday night.

The retailer's deal is Groupon's featured offer today and will appear as a "side deal" through this weekend, according to Julie Mossler, spokesperson for the Chicago-based group-buying platform. "In a pinch, we may move a feature deal to the side deal spot for the next day or two following," Mossler said. “It really depends on the needs of the local pipeline and the inventory/bandwith of the vendor."

American Apparel's offer is limited to one purchase per individual and must be redeemed by Feb. 19, 2011. As of 12:45 p.m. EST, New York City had sold 7,400 vouchers; San Francisco had tallied 2,900; Miami had move 610; and Kansas City had reeled in 515. There are still three days and 12 hours left in the campaign.

Meanwhile, like Soap.com's recent efforts on Groupon, American Apparel's e-mail list will likely get a boost because of the e-commerce-related sales. When going through the checkout process online, the voucher redeemers will be asked to opt in for future messaging.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...