GUILT GROUPE
- 1. Give to GET Luxury shopping with heart.
- 2. What is Issue Impact Insight IMC Ideas IMC Images
- 3. is an Online retailer based in the United States. • Founded in 2007 • Stages online ‘flash’ sales • Offers women’s, men’s, and children’s designer apparel and accessories • Also offers home goods, high-end travel destinations at “discounted prices” • Immediacy- “limited time sale!” • Invitation or request to join ONLY • Coined the ‘darling of luxury-obsessed bargain hunters’
- 4. OR Request Membership Accept an invitation from a friend or family member
- 5. GuiltGro entices consumers to spend money with special “sale” prices ▪ Getting a good deal means that consumers feel good about their purchase ▪ Inviting others into the “club” also helps to take away the guilt associated with being a frequent shopper “If Jen buys something from Guilt Groupe everyday than it is okay if I do too.”
- 6. 1.Those who invite others receive a credit on 6. Mobile applications are available and extremely popular their account the first time someone they among Guilt Groupe consumers invited buys something ($10.00) 2.Guilt Groupe has a special category called 7. Gilt Groupe gave a $10.00 credit to the first 10,000 ipad owners who “jetsetter” with luxury vacation packages registered for new membership through the application 3.The sales ONLY last from 36-48 hours 8.Females use Gilt Groupe more then men, but they feature a lot of mends clothes and products 4. The supply is extremely limited, which adds to 9. You MUST be a member in order to view the sales the exclusivity 5. Multiple new boutiques open everyday! 10. On the site there is a special “city” tab that is similar to Group On (features special deals for specific cities)
- 7. Strengths Weaknesses -Sense of immediacy encourages sales -Not very well known -Strictly online retailer -Many sites like it -Exclusivity -limited inventory -Leader in its category -Little advertising -Competitive prices -Convenience -Large scale of products Opportunities Threats -Room for large and expanding membership -Competing sites: Rue la la, Ideali -Word of mouth travel -Poor economy -Appearances in the media -Products not meeting consumer satisfaction -Advertising -In store shoppers -Those who dislike shopping online
- 8. Shoshanna Miss Sixty Calvin Klein Collection
- 9. Who do we intend to target in this campaign? Mothers Daughters AND Enjoy shopping together even though they might not still live together Upper middle- Upper class
- 10. People love the idea of shopping online, it is easy and convenient. The sense of competitiveness and wanting to score a great deal is motivating and exciting to the sites consumers. The members of this group like that it is exclusive and not a wide spread phenomenon. The idea of saving a lot of money on high quality items is very attractive to the sites audience.
- 11. More exclusive than competitors Quality items Allows you to save items in your cart, unlike competitors Range of products Higher discounts
- 12. Personality Fun Focused Busy Con-ident Stylish Smart Features Online shopping Clothing, accessories, Trendy household items, trips. Discounted prices Designer’s labels Competitive buying Emotional Value Quality Saving Appearance Success Exclusive Important
- 13. Mother/Daughter Event ▪ Tickets to special event will go on sale on March 15th Competition for the best Shopping Duo in the United States ▪ Mothers and daughters (or those who have a similar role..grandmothers,aunts, etc.) ▪ Submit a video explaining why they are they exemplify the “Give to Get” motto Cause Related Marketing When you sign up you get to pick from a list of charities that you want your purchases to benefit During the campaign, you will only be able to chose from mother/daughter organizations, but after the campaign there will be a wider range of organizations to chose from
- 14. Guilt Talk A blog where mothers and their daughters can talk about top deals, purchases, up coming events, and charities that they are passionate about Television Spot Features a mother and daughter shopping online together over the phone Emphasizes the point of having a shopping buddy, without being in the same physical space Updated iPhone application Enabling you to shop with a friend Iphone application will allow you to browse through the site at the same time You can talk on the phone with them or send messages through the application
- 15. New feature Allows family member to link their accounts together ▪ Benefits: They will be able to support the same charities and they will be able to see what each person bought Mother’s Day Promotion All mothers will receive an email about saving 20% on Mother’s Day (we will know that they are mothers because of the information given during registration)
- 16. Shop TOGETHER… on your iphone. Updated iphone application.. Makes shopping with someone else easy! Talk or send messages..while shopping
- 18. Introducing… Guilt Talk.. A mother/ daughter blog about fashion, purchases, and causes Give to GET