How Gilt Groupe Engages Customers Across Multiple Mediums
While self-stated profiling is a key personalization enabler for Gilt, Fonseca pointed out that “brands must deliver on the expectations created by inquiring about personal preferences, or it won’t work.”
Mobile is also a big initiative for Gilt. Its most recent mobile development, Fonseca said, is the launch of customized push notifications to specific groups of mobile users’ phones. Gilt targets these groups by gender, purchase behavior, tenure, etc.
Mobile augmented reality is another tactic Gilt is leveraging. The retailer's augmented sunglasses feature provides members with the ability to virtually “try on” sunglasses in Gilt’s app. “Users can swipe to browse and see other sunglasses on themselves,” Fonseca said. “Photos can also easily be shared to Twitter and Facebook.”
Gilt’s mobile initiatives seem to be working: Currently, there have been 6 million Gilt apps downloaded, and mobile currently accounts for 30 percent to 40 percent of Gilt’s total revenue, Fonseca said.