One Kings Lane courts visitors to its digital catalog

One Kings Lane CEO Doug Mack

Flash-sale retailer One Kings Lane has been crowned the winner when it comes to unique page views for its digital catalog on Dec. 22, Dec. 24 and Dec. 26. The furniture and home décor e-retailer attracted the most page views of all the brands and merchants that use Catalog Spree to promote their digital catalogs.

Catalog Spree aggregates catalogs that online shoppers can access to make purchases via their computers or Catalog Spree’s iPad app.

Upscale department store Neiman Marcus attracted the second-most unique page views on all three days while kitchen and home goods retailer Fresh Finds ranked third on the three days.

One Kings Lane, No. 36 in the Internet Retailer Mobile 400, began using Catalog Spree late last year. The digital catalog shows consumers daily sales the flash-sale retailer is offering, along with the time remaining for consumers to buy. 

“One Kings Lane is very pleased with early results from its pilot with Catalog Spree and will continue to invest in testing, learning and scaling this initiative in 2013,” says One Kings Lane chief marketing officer Greg Fant.

Mobile is an important and growing sales channel for One Kings Lane. Mobile revenue accounts for about 25% of sales for the retailer and CEO Doug Mack said in August that he expects sales from mobile devices to jump ahead of traditional e-commerce sales in the next few years. Tablet sales account for 60% of all mobile revenue and smartphones account for around 40%, he said. About a quarter of the e-retailer’s total traffic stems from mobile devices, he said.

In December, One Kings Lane raised $50 million in new capital and says it plans to use some of that funding to expand its mobile program. The funding was led by Institutional Venture Partners.

A 2012 holiday survey commissioned by Catalog Spree of 2,632 consumers on how they planned to find inspiration for gift ideas and create wish lists this past holiday season found that 69% planned to use digital catalogs for that purpose. Lingerie e-retailer Bare Necessities is one merchant placing a bet on the popularity of digital catalogs. It announced in May that it was doing away with paper catalogs in favor of digital catalogs. It’s using both Catalog Spree and Google Catalogs aggregator apps to promote its digital catalogs to both iPad and Android tablet users.