Give to GET  Luxury shopping with heart.

  What is   Issue   Impact   Insight   IMC Ideas   IMC Images

is an Online retailer based in the United States.

• Founded in 2007 • Stages online ‘flash’ sales • Offers women’s, men’s, and children’s designer apparel and accessories • Also offers home goods, high-end travel destinations at “discounted prices” • Immediacy- “limited time sale!” • Invitation or request to join ONLY • Coined the ‘darling of luxury-obsessed bargain hunters’

Request Membership

OR

Accept an invitation from a friend or family member

  Guilt Gro entices consumers to spend money with special “sale” prices ▪  Getting a good deal means that consumers feel good

about their purchase ▪  Inviting others into the “club” also helps to take away

the guilt associated with being a frequent shopper   “If Jen buys something from Guilt Groupe everyday than it is

okay if I do too.”

1.Those who invite others receive a credit on their account the first time someone they invited buys something ($10.00)

6. Mobile applications are available and extremely popular among Guilt Groupe consumers

2.Guilt Groupe has a special category called “jetsetter” with luxury vacation packages

7.  Gilt  Groupe  gave  a  $10.00  credit  to  the  first  10,000  ipad  owners  who  registered  for  new  membership  through  the  application  

3.The sales ONLY last from 36-48 hours 8.Females  use  Gilt  Groupe  more  then  men,  but  they  feature  a  lot  of  mends  clothes  and  products  

4. The supply is extremely limited, which adds to the exclusivity

9.  You  MUST  be  a  member  in  order  to  view  the  sales  

5. Multiple new boutiques open everyday! 10.  On  the  site  there  is  a  special  “city”  tab  that  is  similar  to  Group  On  (features  special  deals  for  specific  cities)  

Strengths -Sense of immediacy encourages sales -Strictly online retailer -Exclusivity -Leader in its category -Competitive prices -Convenience -Large scale of products

Weaknesses -Not very well known -Many sites like it -limited inventory -Little advertising

Opportunities -Room for large and expanding membership -Word of mouth travel -Appearances in the media -Advertising

Threats -Competing sites: Rue la la, Ideali -Poor economy -Products not meeting consumer satisfaction -In store shoppers -Those who dislike shopping online

Shoshanna

Miss Sixty

Calvin Klein Collection

  Who do we intend to target in this campaign?

Mothers Daughters

AND

Upper middle-Upper class

Enjoy shopping together even though they might not still live together

  People love the idea of shopping online, it is easy and convenient.

  The sense of competitiveness and wanting to score a great deal is motivating and exciting to the sites consumers.

  The members of this group like that it is exclusive and not a wide spread phenomenon.

  The idea of saving a lot of money on high quality items is very attractive to the sites audience.

  More exclusive than competitors   Quality items   Allows you to save items in your cart, unlike

competitors   Range of products   Higher discounts

Personality Fun  Focused  Busy  Con-ident  Stylish  Smart  

Trendy  

Features  Online  shopping  Clothing,  accessories,  household  items,  trips.  Discounted  prices  Designer’s  labels  Competitive  buying  

Emotional Value  Quality  Saving  Appearance  Success Exclusive  Important  

  Mother/Daughter Event ▪  Tickets to special event will go on sale on March 15th

  Competition for the best Shopping Duo in the United States ▪  Mothers  and  daughters  (or  those  who  have  a  similar  role..grandmothers,aunts,  etc.)    

▪  Submit  a  video  explaining  why  they  are  they  exemplify  the  “Give  to  Get”  motto    

  Cause Related Marketing   When you sign up you get to pick from a list of charities

that you want your purchases to benefit   During the campaign, you will only be able to chose from

mother/daughter organizations, but after the campaign there will be a wider range of organizations to chose from

  Guilt Talk   A blog where mothers and their daughters can talk about top deals,

purchases, up coming events, and charities that they are passionate about

  Television Spot   Features a mother and daughter shopping online together over the

phone   Emphasizes the point of having a shopping buddy, without being in

the same physical space   Updated iPhone application

  Enabling you to shop with a friend   Iphone application will allow you to browse through the site at the

same time   You can talk on the phone with them or send messages through the

application

  New feature   Allows family member to link their accounts

together ▪  Benefits: They will be able to support the same charities

and they will be able to see what each person bought   Mother’s Day Promotion

  All mothers will receive an email about saving 20% on Mother’s Day (we will know that they are mothers because of the information given during registration)

Updated iphone application..

Makes shopping with someone else easy!

Shop  TOGETHER…  on  your  iphone.    

Talk  or  send  messages..while  shopping  

Guilt Talk..

A mother/daughter blog about fashion, purchases, and causes

Introducing…  

Give to GET