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.
The moves come as Fab.com shifts to traditional e-commerce sales.
Web-only Fab.com, which sells design-focused products such as furniture, art, jewelry and clothes, has launched free shipping and returns, along with a price-matching program. The changes stem from customer feedback, the e-retailer says.
An e-mail message to shoppers today from CEO Jason Goldberg said Fab.com will offer free shipping on U.S. orders totaling more than $49, free returns on all orders for 30 days after purchase and the price-matching policy as part of its new “Fab Smile Guarantee.” In the fine print explaining the new policies on its site, Fab.com says more than 95% of items it sells qualify for free shipping.
To receive a price-match refund, a shopper must e-mail Fab.com’s customer service team within 14 days of her purchase, with her order number and a link showing the better price at an authorized retailer based in the country where she lives.
“An authorized retailer is someone who has permission directly from the designer to sell their product,” a Fab.com spokeswoman says. “This could be a business like Best Buy or Target. Companies like Amazon are also considered authorized retailers, but the item must be sold directly by Amazon. If you see that the price is from someone who sells in the Amazon marketplace, however, that is not considered an authorized retailer.”
Goldberg’s e-mail also hinted that changes might come to its e-mail marketing program. “We're also rethinking our e-mails to make sure every e-mail we send is timely and relevant to you,” the message reads.
Fab.com is No. 150 in the Internet Retailer Top 500 Guide.
Fab.com announced last month it would lay off 100 employees based in Berlin as it shifts from flash sales to a traditional e-commerce sales model. Goldberg has said more than 30% of its revenue comes from Europe. The layoffs came just one month after Fab announced it had secured $150 million in funding.