Ebags, Greenwood Village, CO, has seen sales lifts as high as 40% with a series of one-day online promotions it’s been running over the past several months, Peter Cobb, vice president of marketing and an eBags co-founder, tells Internet Retailer. The special offers, which have included deals such as free shipping for one day or getting 50% off the second item on that day’s order, aren’t promoted by the company in any way other than simply being posted on the site.
Regular eBags users spread the word and bring others to the site by e-mailing friends with news of one-day deals they discover in what Cobb says has proven to be an effective viral marketing program. “We use the offers tactically rather than as a strategic overlay,” he says. “We’ll usually pick a day during the week that’s a little slow – maybe we have no e-mail campaign that day, or maybe we’ll drop it in when there’s a big number we’re up against from last year,” Cobb says. “The results have been great.”
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