Social Shopping Climbers
Social shopping websites such as Gilt.com, Hautelook, RueLaLa
and Woot are the hot new thing in retailing, combining limited time sales with
fashion and home goods from top luxury designers and unique boutique brands.
Danziger, president of Unity Marketing, calls the new social shopping sites “the
very definition of ‘sticky’". Shoppers are sent emails inviting them
to check back daily to take advantage of deals that only run for a day or
According to Ms. Danziger, social shopping sites combine some of the
best aspects of online and brick and mortar retailing.
“They offer the thrill
of the hunt, the challenge of visiting time and again until the perfect item
is found, and the satisfaction of landing a deal. Plus they are destinations
of choice for the smart, savvy shopper,” she said.
According to a new report
from Unity Marketing, How the Affluent Luxury Consumer
Uses the Internet and Social Media, one-third of affluent consumers
with an average income of $239,300 have visited a social shopping site
in the past three months, compared to only seven percent in 2007. Young
affluent consumers, those under 45 years of age, are the biggest social
shoppers with 43 percent reporting they use these sites.
sites are going to continue to grow in popularity among the affluent market,
especially among young affluents. They offer young affluents shopping experiences
that they enjoy: quick action, limited access, and value pricing,” said
Ms. Danziger. “For luxury marketers targeting young affluents,
these are the places to be.”
Discussion Questions: What are your thoughts on the growth
of social shopping sites such as Gilt.com, Hautelook, RueLaLa and Woot? Do you
think this is a model that established luxury retailers may adapt for their own