August 31, 2011, 11:01 AM

Gilt Groupe caters to its online friends with exclusive shopping deals on Facebook

Shoppers who "Like" Gilt on Facebook will get exclusive sales offers on the social network and first crack at sales on Gilt.com.

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Gilt Groupe Inc. is placing new bets on the value of interacting with consumers on Facebook.

Shoppers who "Like" Gilt on Facebook will get sales offers on the social network that don't appear on the flash-sale, members-only Gilt.com, Gilt announced last month. The retailer is also offering consumers on Facebook first crack at sales that will appear on Gilt.com.

"Facebook is the perfect host for a more social shopping experience that allows our members to share and discuss with friends and other customers," says Jason John, Gilt senior director, marketing.

The first Gilt Women sale featured a selection of products inspired by one of the retailer's buyers. The Gilt Man sale displayed an array of clothing, shoes and accessories, and the Gilt Home sale offered Vera Wang products. The Children's sale featured SpongeBob SquarePants items.

A consumer's entire transaction occurs on Facebook and is integrated with Gilt.com; Gilt automatically receives orders from Facebook for managing order fulfillment.

Gilt, which built its Facebook applications in-house, has also launched a customer service Support tab on its Facebook page. "Our goal is to allow for seamless interaction with the Gilt brand across on-site, social and mobile experiences," John says.

zak@verticalwebmedia.com

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