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Gilt Groupe co-founders Alexis Maybank and Alexandra Wilkis Wilson have just released a book called By Invitation Only: How We Built Gilt and Changed the Way Millions Shop, which explains in detail how they convinced you to devote your lunch break and your pay check to shopping their site all these years. According to an interview with AdWeek, here's what you'll find: Most of their efforts are directed toward coddling users' shopping psyches, ensuring that Gilt members experience a certain level of exclusivity—a hefty ambition when your business boasts millions of users daily. That's where the limited time and quantities come in. They explain, "We don’t have goods that are always here and available, and that was the typical norm within e-commerce—everything for everyone and lots and lots of selection."
Next, they mastered the marketing email by tailoring the content to each shopper. That daily email you get? They've hand selected that headline just for you!
We send out over 3,000 versions of that one single email, tailored to what we know about you as a customer—how you like to shop, what brands you love and where you want to travel. That’s critically important to making the experience feel very customized and personalized as we scale. The experience will increasingly be targeted to you so it always feels like a small boutique online that really knows [you] as consumer.
You can read about all the rest of their savvy secrets in the book, which is available today, or your can choose not to and continue your flash-sale shopping in peace.
· Gilt Groupe Founders Gab About Future Commerce [AdWeek]
· What This $1,400 Brian Atwood Handbag Means for Gilt [Racked]
· All Gilt Groupe Coverage [Racked]