The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Now brides can get in on private sale action with The Knot’s new weekly deals.
They are available to everyone from wine connoisseurs to high-end fashion fanatics. Now brides-to-be have their own members-only deal site.
The Knot, No. 335 in the Internet Retailer Top 500 Guide, has launched WeddingChannel Deals, giving the 1.9 million registered members of TheKnot.com and its sister site, WeddingChannel.com, access to deals on everything from honeymoons to photographers.
Every week, WeddingChannel Deals—which is located on the web at deals.weddingchannel.com and is linked directly from TheKnot.com as well as from WeddingChannel.com—will post two new deals for brides across the country, as well as local deals for brides in Chicago, Boston and Houston. Brides click on the “Buy Now” button on WeddingChannel.com and, if enough brides sign up, they will receive an e-mail confirmation that the deal is theirs. The more brides who sign up for the deal, the faster each bride can nab one, so the program encourages sharing WeddingChannel Deals on WeddingChannel.com message boards, Facebook, Twitter or by sending e-mail alerts to fellow brides. Companies that offer deals pay a commission only when they book a sale, The Knot says.
The deals program gives The Knot’s local advertisers a chance to book a critical mass of dates in advance, promote their offerings and get rid of unsold inventory, The Knot says.
The site launched this week with a 50% off, all-inclusive, luxury honeymoon package from AM Resorts for April through June 2011, as well as local deals, including $1,000 off wedding photography in Boston, and half off invitations in Houston.
In May, The Knot launched reviews on its on its WeddingChannel.com web site, enabling members of TheKnot.com and WeddingChannel.com, to search and read reviews on approximately 100,000 wedding-related vendors. The program also enables retailers and service providers to interact directly with users by responding to comments and questions, thanking them for positive reviews or to address concerns. The reviews are located at WeddingChannel.com/reviews.
The Knot is jumping on a hot trend with its weekly deal site. Members-only sites that offer brief sales featuring deep discounts are expanding. For example, high-end apparel and accessories limited-time-sale site HauteLook this month launched Men.HauteLook.com, a page within its e-commerce site featuring sales of high-end men’s clothing brands.
In July, Gordian Knot, which operates e-commerce sites PlumberSurplus.com and OutdoorPros.com, launched a free platform called Dealo designed to make it easy for web merchants to offer limited-time sales by the hour, day, week or any other time span.
Gordian Knot says it hopes to sign up many merchants to use the free service so that it can later develop a site that will present limited-time offers from many merchants and generate affiliate fees for pushing sales to participating retailers,
The Knot reported 2009 web sales $24.7 million, up 22.9% from $20.1 million a year earlier.