Summer of Social Commerce Love | Gap with Groupon, Target with Gilt


So it’s the season of social commerce love – brands and social commerce platforms in all sorts of exotic combinations.

Hot on the heels of Gap’s promotional affair with Foursquare/Twitter/Facebook, the retail giant is getting it on with group-buy platform Groupon, where on August 19 you can/could buy a $50 voucher for $25.  We’re not sure if it plays nice with the above-mentioned extended ongoing 25% multi-platform promotion, but Gap is certainly playing the field in social commerce. Update – Mashable is reporting that the Gap promotion has broken all records on Groupon – by 5pm 300,000 Groupons had been sold – about 10/second.  That’s 3% of the total Groupons the fledgling social commerce platform has ever sold in it’s first 18 months…

And today, Target is hooking up with members-only private-shopping club Gilt (who had a recent summer affair with Starbucks), to launch its latest designer sale.  Members get early access to Target’s latest partnership with top designers (last year it was  Jean-Paul Gaultier, this year Gaby Basora (Tucker), John Derian and Mulberry.), offering catwalk and designer homeware labels at Main St prices. In return, Target will get extra word of mouth and editorial publicity – as the designer-ware talk zips through social networks…

Apart from the gossip value of these summertime trysts, what’s interesting from a social commerce perspective is that we’re seeing Groupon and Gilt emerging as mature social commerce platforms for big brands.

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9 Comments

  1. […] This post was mentioned on Twitter by Paul Marsden, Paul Marsden. Paul Marsden said: New Social Commerce Campaigns | Gap on Groupon, Target on Gilt http://icio.us/qu31ne […]

  2. August 20, 2010
    Reply

    Insider tip from Gilt: There’s always a chance that items marked as “In Members’ Carts” will still be available to buy if you keep checking!

  3. bel9ev
    September 6, 2010
    Reply

    Gilt definitely extracted a lot of word of mouth from partnering with Target )

  4. […] on September 23, 2010 by Paul Marsden Posted in Latest, Market News TweetJoining the ranks of The Gap and Dell, Mercedes is venturing into the Group Buy arena – allowing consumers to club […]

  5. […] in Latest, Market News, Trends TweetAnother large brand went Groupon yesterday – after August’s group-buy deal from logo-challenged Gap (441,ooo Groupons sold on one day on 19 August – about 5% of the total […]

  6. […] a view to offering a Facebook Flash-Sale app – with group-buy functionality to their wares. Gap and The Body Shop notwithstanding, the CrowdSaver model is more brand and retailer-friendly than […]

  7. […] News TweetIf anyone thought that the flirtation between Groupon and national retail chains (Gap, The Body Shop) was but a temporary tryst, two new deals point to a more enduring romance, as the […]

  8. […] yesterday, the most successful (in terms of purchase volume) group-buy deal had been Groupon’s Gap deal last August, ringing up 441,000 purchases for a $50 Gap voucher at 1/2 price ($25) in one day ($11m revenue), […]

  9. […] year, Target’s social commerce initiative involved offering Target fans early access to it’s celebrity designer collection via the […]

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