Facebook’s product is important because email is the most cost-effective marketing channel that online retailers use.
Gilt continues to present itself as an online retailer not quite like any other.
Since debuting in 2007 as a flash-sale merchant of women’s designer fashions, Gilt Groupe has established itself as an online retail destination not quite like any other, its mix of apparel, jewelry and other items portrayed in arresting photography framed elegantly in black. “We tell inspirational stories through our imagery and site design that transport shoppers and often gets them to purchase in minutes,” says Alexis Maybank, co-founder and chief marketing officer. And with bold strokes of merchandising and marketing—offering fashions curated by singing sensation Lady Gaga’s fashion director, for instance—it has launched Gilt into such new areas as menswear, home furnishings and gourmet food, some at regular retail as well as flash-sale prices. All still in an inspirational setting.