Private Shopping Clubs 2009-2010
Jan 23rd, 2010 by admin
2009 saw the breakthrough of Vente-Prive-like private shopping clubs in the US. In general the concept has grown in the last decade to become a serious alternative to conventional shopping models (Necessity Breeds Innovation).
Picture of What Was and What Shall Be: Private Shopping Clubs 2009-2010 [source:excitingcommerce.com]
“This was the breakout year in the U.S. for a European craze, members-only e-commerce sites that let high-end fashion retailers and designers dispose discreetly of excess merchandise.”
American e-commerce strategist Bob Schwartz, to whom Magento can thank for its Event Module, has composed a splendid polemic and an excellent analysis of the current market developments.
“Overall my point of view is the private sale experience is fantastic and should be part of most eCommerce or multi-channel companies.
It is another way to shop and to bring excitement to your customer (and we have the platform to make it easy).
For the capital partners this excitement is directionally correct eCommerce is moving into a new phase (and it makes money), look for many new models arising.”
Exciting Commerce first reported on the phenomenon driven by Vente-Prive back in 2006 (DE/EN) – against a backdrop of scepticism. In the meantime over 70% of German internet users are aware of the concept, and 32% are even members in a private shopping club (German reference).
Interestingly it seems like the late starters Brands4Friends (launched Oct 2007) and Pauldirekt (launched Nov 2008) have managed to take ubiquitous roles amongst the German customer base.
Research on typical user profiles done by Fittkau & Maass indicate that private shopping clubs wont be leaving us anytime soon.
Even more: The more that Attention becomes the ultimate measure of value on the internet, the more that sales campaigns of this sort are going to gain market influence.
It will be exciting to see if Gilt Groupe will be able to hold their momentum for the next two years and dethrone Vente-Prive as international market leader.
GSI Grabs RueLaLa/SmartBargains for $350 Million Three US Online Shopping Clubs Want To Exceed $100 Million The Shop Exchange: $40 Million for US Shopping Club Gilt Groupe
Originally posted in German by Jochen Krisch, adapted for excitingcommerce.com by Jason Soo.[source:excitingcommerce.com]
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