Gilt Groupe has begun offering exclusive deals on Facebook because it believes social shoppers show divergent behaviors when compared to regular e-commerce targets.
"How, when, and why people use Facebook is different from our current on-site experience," Jason John, senior director of marketing at the daily deals player, told ClickZ News. He said his New York-based company will unveil new exclusives on the social site "every other week…as we gain a better understanding of this channel and what is resonating with our community."
For high-end clothing items, Facebook-only discounts between 40 and 80 percent are available for women's, men's, and children's lines. For instance, a Matt & Nat handbag - normally priced at $145 - is selling for $45. Nudie brand men's jeans - regularly retailed for $225 - are being offered for $99. Viewers can make purchases without leaving the brand's Facebook page, while utilizing their Gilt.com username and password.
John said his team developed the e-commerce app in-house. "We are trying to leverage the power of social shopping and take advantage of all the platform features Facebook has in its toolset," he said.
For children's deals, Gilt Groupe has partnered with Nickelodeon to offer an exclusive line of SpongeBob SquarePants products. "We began the sale today, and it will end on Saturday," John explained. "[And it] will feature some unique products, including a life-size SpongeBob made of Legos."
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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.
June 20, 2013
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