LL Q2 Merchandising Strategy

GILT PERFORMANCE REPORTAND Q2 MERCHANDISING STRATEGY

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LUXURY LINK GILT PERFORMANCE SUMMARY

GILT DRIVES X% OF OUR TOTAL TRAFFIC

GILT DSR EMAIL ALONE DRIVES X% OF TOTAL TRAFFIC

GILT DRIVES X% OF OUR TOTAL SALES

GILT AVERAGE NET REV SINCE LAUNCH IS $X

GILT AOV IS $X (CURRENT MONTH) & $X (LAUNCH TO

DATE)

WHAT WE KNOW – DATA COMPILED

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LUXURY LINK WHAT WE KNOW – DATA COMPILED

CVR BY CHANNEL weighted against % of trafficDEVICELANDING PAGEPLACEMENTPROMOTION

CVR v AOV does CVR increase if AOV decreases?SEARCH does CVR increase with intent?

SALES BY SOURCE what % of sales does each source drive?BY DESTINATION where are customers

traveling to?

TOP 10 SEARCH KEYWORDS what are customers looking for?DESTINATIONS where do customers want to travel?

Source: Google Analytics

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DASHBOARD snapshot of Gilt customers

OVERALL CVR

HOMEPAGE new sessions

PRODUCT PAGE bounce rate

SEARCH PAGE pages per session

% of total sessions


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MERCHANDISING what merchandising worked?what merchandising didn’t work?what sold without merchandising?top 5/bottom 5 emails

IMAGES what drives traffic and converts?

COPY what drives traffic and converts?

GILT CUSTOMER DEMO age, gender, geo, affinity

GILT ANALYTICS what Gilt knows works

Source: Google Analytics, Gilt Analytics

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LUXURY LINK GILT SALES BY SOURCE – APRIL


GILT SALES BY SOURCE FOR APRIL REFLECT THE LAUNCH-TO-DATE TREND

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LUXURY LINK DEMOGRAPHICS – AGE + GENDER

CONCLUSION:WHILE THE MAJORITY OF GILT USERS ARE 25-34, OTHER LL USERS ARE 25-64HOWEVER, YOUNGER USERS OVERALL DON’T CONVERT AT A LOWER RATE

GILT CVR 25-35 X%NOT GILT CVR 25-34 X%

(DATA ONLY AVAIL WHERE THERE IS AGE ATTRIB - SKEWS 2.5X HIGHER)


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LUXURY LINK DEMOGRAPHICS - AFFINITY


THERE IS NO SIGNIFICANT DIFFERENCE IN AFFINITY BETWEEN GILT AND NON-GILT USERS

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LUXURY LINK DEMOGRAPHICS - GEO


THERE IS NO SIGNIFICANT DIFFERENCE IN GEO BETWEEN GILT AND NON-GILT USERS

WHAT WE CONCLUDED – DECISIONS MADE

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LUXURY LINK WHAT WE CONCLUDED

• Single properties don’t drive as much traffic or convert as well as themes or destinations

• Email is our biggest driver of traffic and our lowest converter

• There is no inverse correlation between AOV and CVR

• Conversion is higher where there is intent

• Though people engage with the product page, it does not convert as well as the search page

• Changing the landing page to a responsive search page lowers bounce and increases conversion

• Targeted promotions work

• Gilt customers respond to brand recognition, themed sales and lists

• Interior images do not drive traffic or convert

• Value needs to surface earlier

• Gilt customers who are male are converting well

WHAT WE’VE DONE – ACTIONS TAKEN

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LUXURY LINK WHAT WE’VE DONE – ACTIONS TAKEN

SITE TILES

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DSR EMAIL TILES

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PRODUCT LANDING PAGE

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SRP LANDING PAGE

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TRACKING STRATEGY• All tracking has been revamped to allow for granular

breakdown of• Medium (email, site, etc.)• Campaign (noir, sale, specific date, etc.)• Content (placement)

• This will allow us to determine with better certainty what works and what doesn’t and where

WHAT WE WILL DO – ONGOING Q2 PLAN

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LUXURY LINK WHAT WE WILL DO – ONGOING Q2 PLAN

Q2 ONGOING STRATEGY

• Audit all aforementioned analytics regularly

• Adjust merchandising calendars based on the above reports

• Ongoing merchandising specifically to high-value member segments

• Launch merchandising specifically to international members

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STRATEGY – TEST THEMES AND DESTINATIONS

• Create editorial calendar related to seasonal events and travel themes

• 70% of site tiles themes/destinations• 50% of email tiles themes/destinations

• Landing pages are all responsive search pages

• Consider• Brand recognition• Gilt member demographics and affinity categories• Top selling/searched destinations

• Rewrite all copy• Sale messaging whenever possible• List messaging when possible• Consider emotional/power words

• Use exterior images of water when possible

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PRODUCT LANDING PAGE STRATEGY• Show slash pricing and % off above the fold

• Observe if responsive checkout increases conversion before considering further changes

SEARCH LANDING PAGE STRATEGY• For site/email tiles with themes/destinations, make landing

pages existing search pages

• For themed Gilt sales (e.g. Noir, Mother’s Day), make landing page existing search pages, with forced creative above the fold

• Surface slash pricing

LL Q2 Merchandising Strategy

Travel

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