Retailers shift their ad spending from TV, radio and print ads to digital ads.
The flash-sale fashion site plans to expand the deals to two more cities this year.
Ideeli, a flash-sale fashion site, has begun offering discount coupons for products and services in New York City. New York is the first local version of ideelAccess, a coupon program for national advertisers the company launched this summer. Ideeli, which has 3.1 million members, says it intends to have local group-buying deals live in two more cities by the end of the year.
The coupons offer deals that fit the lifestyles of Ideeli members, says Tamara Rosenthal, executive director of brand marketing at ideeli. “These are places where they can wear the cashmere sweater they just bought,” she says. Coupon deals run for 40 hours, the same time frame as ideeli’s fashion sales. An early offer for the New York market is for 57% off services at a hair salon.
Also in October, the company launched The O Shop, a section of the ideeli site that sells products featured in Oprah Winfrey’s O Magazine. “The idea is to feature O editors’ favorite items from each issue for sale. This follows our strategy of bringing uniquely relevant and curated content to our members,” Rosenthal says. Unlike products featured in its flash sales, the products featured in The O Shop are not deeply discounted and are available for several weeks.