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“These brand alerts currently have a 2 percent to 5 percent conversion rate,” Fonseca said.
Website personalization is another strategy Gilt swears by. Thanks to the personalization drivers mentioned above, when specific members visit Gilt's site, at the top of the page they see a Gilt store focusing on a specific brand that they have the highest affinity for. In the middle of the page, they’ll see Gilt sales based on what they've shopped for or favored in the past. Finally, towards the bottom of the page, they see other Gilt stores ranked according to their relevancy based on their shopping behaviors. Collaborative filtering is also used to suggest specific sales.
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- People:
- Fonesca
- Wellington Fonseca
- Places:
- New York
E
Melissa Campanelli
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Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.
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