TECHNOLOGY

Bluefly sees green on Black Friday

BY Dan Berthiaume

Online fashion marketplace Bluefly significantly increased Black Friday sales with help from the Mirakl Marketplace Platform.

During the 2018 Black Friday period of Nov. 19-26 (including Thanksgiving Thursday Nov. 22 and official Black Friday Nov. 23), Bluefly reported gross merchandise volume (GMV) of $1.7 million and 15,000 orders, a 20% year-over-year increase from the prior year period.

In addition, Bluefly said it has obtained increased control over the quality of sellers participating in its online marketplace, which has led to reduced cart abandonment and return rates along with increased conversions. Bluefly’s platform rollout includes Mirakl Catalog Manager to curate product content and Mirakl Quality Control to identify top sellers.

Bluefly, which specializes in off-price men’s and women’s apparel and accessories, as well as beauty and home furnishings, initially brought its marketplace live on the Mirakl platform with 600,000 products. The e-tailer completed transferring its full product assortment of more than 1 million items to the platform by the end of November 2018, in less than four months.

“Being able to migrate to the Mirakl Marketplace Platform quickly without any business disruption was critical for our business,” said Yann Tanini, president, Bluefly. “Mirakl enabled us to ramp up in four months and capture unprecedented customer demand over the Thanksgiving period. Since implementing Mirakl, we have been able to onboard sellers more quickly and have increased control over seller quality. We’re looking forward to significant ramp-up next year, which will allow us to offer additional products from a wide variety of brands.”

Bluefly has recently been investing in technology solutions to improve different areas of its business. In November 2018, Bluefly announced it was implementing a gamified platform from NeWants that leverages the social media accounts of its customers, affiliates, and influencers. The move, which replaces traditional, expensive marketing efforts, will enable the company to sell a limited amount of newly-designed products each day at considerable discounts.

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