Mobile is taking the key role for flash retailers, and more than 70 percent of Gilt Groupe members already shop via their mobile devices, one Gilt executive told a mobile marketing conference on Thursday (Sept. 12), according to Mobile Commerce Daily.
That makes personalization critical for mobile marketing at the flash-retail site. "What you see in the email today from Gilt is not what I saw in the email from Gilt," said Jason John, Gilt VP of online, mobile and social marketing. "We do personalization all the time—it's a big push for us on the mobile devices. We're also trying to filter out explicit data on everything."
Fully one-third of Gilt's unique visitors are on mobile, and the company attributes 40 percent of its revenue to mobile. But that could be pushed as high as 80 percent as mobile continues to ramp up for the retailer. Gilt has four different apps for both Gilt and its Gilt City site that are available for iPhone, Android and iPad devices. Both Gilt and Gilt City also have mobile sites.
Gilt has more than 8 million active users, and its apps have been downloaded 6.5 million times, a ratio that roughly matches the mobile usage that Gilt is seeing from its customers.
Mobile purchases are also not limited to low-end products. The most expensive sale for a Gilt customer on mobile was one for $29,603 that included a 2014 Acura MDX automobile and a travel package in Los Angeles. Customers have also bought a $24,000 Rolex Cosmograph Daytona watch and a $5,995 Volkswagen Jetta.
- See this Mobile Commerce Daily story
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