Gilt Groupe definitely accomplishes the books definition of IMC. Gilt acquires specific and detailed information on each of their members (as stated in chapter 18's blog post on Sales Promotion and Personal Selling) which the company uses to interact, direct market, personal sell, and build specific sales promotion for their members.
The Promotional Mix is another key formula with IMC. Gilt combines promotional tools such as advertising, public relations, personal selling, and sales promotion to reach their target market and fulfill the company's overall goal.
With advertising, the company customizes their newsletters to fit a members interests and sends them out on a daily basis. With the permission of the member, Gilt can access an individual's social media platforms such as facebook and twitter so their purchases from Gilt will be featured on the user's profile. This new generations of advertising has been proven very successful. Generally speaking, the new generation of consumers are looking to their friends for advice, therefore social media platforms are ways to feature ones interest.
Gilt's public relations has been very successful. With features or Good Morning America, CNN and other major networks, the company has reached a very strong image in the E-Commerce off price shopping category.
Sales Promotion and Personal Selling are the company's expertise. As stated in chapter 18's blog post on sales promotion and personal selling. The company has built algorithms to pull specific information such as a member's spending habits, interests, gender, age, and where they live. With this information, the company's marketing managers can react and or created specific marketing campaigns to help the overall revenue of the company.
The Promotional Mix is another key formula with IMC. Gilt combines promotional tools such as advertising, public relations, personal selling, and sales promotion to reach their target market and fulfill the company's overall goal.
With advertising, the company customizes their newsletters to fit a members interests and sends them out on a daily basis. With the permission of the member, Gilt can access an individual's social media platforms such as facebook and twitter so their purchases from Gilt will be featured on the user's profile. This new generations of advertising has been proven very successful. Generally speaking, the new generation of consumers are looking to their friends for advice, therefore social media platforms are ways to feature ones interest.
Gilt's public relations has been very successful. With features or Good Morning America, CNN and other major networks, the company has reached a very strong image in the E-Commerce off price shopping category.
Sales Promotion and Personal Selling are the company's expertise. As stated in chapter 18's blog post on sales promotion and personal selling. The company has built algorithms to pull specific information such as a member's spending habits, interests, gender, age, and where they live. With this information, the company's marketing managers can react and or created specific marketing campaigns to help the overall revenue of the company.
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