The popularity of private-sales clubs continues to gather
momentum in 2012. With consumers’ thirst for hot deals showing no
signs of abating, flash-sales websites are seeing strong
growth.
At private-sales club BrandAlley, for example, sales increased 60
per cent to £28.9 million last year after it expanded its
range to include spa deals and theatre tickets as well as
apparel, accessories, beauty products and homewares. It acquired
an additional 160,000 active customers during the year thanks to
“constant innovation”, particularly with social media
platforms, mobile commerce, and increasing its offering to
consumers.
To further extend its reach, the France-based online retailer is
bringing its Outlet offering to a wider UK audience. In contrast
to the flash-sales concept, the Outlet is a
“permanent” online model. A spokeswoman explains,
“BrandAlley sales usually last only a day or two or until
they have sold out-but with Outlet there is constant stock
available all the time”. The move will not change
BrandAlley’s main sales strategy, which will continue to focus on
flash sales, but “it is an added extra that customers have
asked for,” she adds. Having trialled it successfully in
France, the Outlet was soft-launched in the UK at the start of
the year and results have been encouraging so far. A formal
launch is expected soon.
Also spreading its wings is Achica, the two-year old
private-sales club launched by ASOS co-founder Quentin Griffiths.
Announcing an impressive 650 per cent rise in sales in
2011-reaching £14.7 million-Achica has bold plans to turn
over £60 million by the end of the year. To achieve this,
Achica is opening up overseas. It launched in France in February
and Spain in March this year and expects to open in two new
countries by the end of 2012.
In more secret-sales news, April saw the launch of two new
flash-sales websites targeting mothers. US-based Zulily
officially launched in the UK on 4th April with Kristine Kirby,
formerly eCommerce and multichannel marketing director of Monsoon
Accessorize at its helm. On its heels on 18th April was new
entrant Casabu, a London-based outfit. Casabu partnered with
myfamilyclub.co.uk, a website specialising in money-saving ideas
for families, to promote the launch.
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