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Gilt.com launches activity-based loyalty program

BY Dan Berthiaume

New York – Gilt.com is launching the Gilt Insider Program, a new free rewards program offering Gilt members the opportunity to earn points for free by interacting with the site. Activities such as making purchases, referring friends and visiting online sales earn members points they can redeem for benefits such as access to early sales, exclusive discounts, free shipping and invites to special events.

Gilt.com is adding some gamification features to the program, such as offering three program tiers, with customers gaining added perks like waitlist priority and a dedicated customer service line as they earn more points and move up to higher tiers.

"We wanted to create a loyalty program that rewards our members not just for their purchasing but for all the ways they interact with our brand," Elizabeth Francis, chief marketing officer, Gilt.com. "Gilt Insider perks are a collection of our member’s most requested asks, from having early sale access to a brand they love, to deeper discounts, to the opportunity to attend exclusive events. The rewards program is designed to provideGilt members with a platform to pick and choose from the rewards they love the most."

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Study: Small retailers hit by showrooming; pump money into local economy

BY Dan Berthiaume

Irvine, Calif. – Showrooming is not just something afflicting large retail chains. Eighty percent of small retailers also report being affected by showrooming, with 47% indicating a moderate impact, according to new data from small business software provider Sage North America.

In addition, Sage data finds that $68 of every $100 spent at a local retailer stays in the community where it is spent, compared to only $32 out of every $100 spent at a non-local retailer.

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Rue21 and Sony Pictures Entertainment team for movie promotion

BY Katherine Boccaccio

Warrendale, Pa. — Rue21 is partnering with Sony Pictures Entertainment to promote the release of "The Mortal Instruments: City of Bones.” The promotion awards a winner with two tickets to the Hollywood movie premiere; three additional winners receive movie prize packs.

In addition, Rue21 is hosting two legs of Sony Pictures’ 10-market mall tour where fans can see the stars of the film, Lily Collins and Jamie Campbell Bower. Rue21 is hosting the events at the Chicago Ridge Mall (Chicago) and Franklin Mills Mall (Philadelphia).

Movie-themed t-shirts will be sold at all Rue21 stores nationwide. "We are incredibly excited to partner with Sony Pictures Entertainment and the ‘The Mortal Instruments: City of Bones’ as a part of our Back to School campaign," said Dione O’Dell, senior marketing director, Rue21.

"Cross-promotional opportunities such as this allow us to connect with our customers and increase awareness about our Rue21 brand."

In addition to promoting the sweepstakes with in-store signage, Rue21 has released a multichannel campaign through Rue21.com, emails, and social media outlets.

"The Mortal Instruments: City of Bones" is set to hit theaters on Aug. 21.

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