it gives them a way to learn their customer. Most luxury brands are solely wholesalers, and so, given that their inventory is shipped to department stores, they are unaware of whom their customer actually is. Gilt offers data on customer demographics.
Gilt knows its user base. Shoppers are mostly 25 to 35 years old, with salaries in the six-figures.—“selfish shoppers,” Wilson calls them. The commonality of this demographic is that they have no dispensable time. 400,000 of Gilt’s 3.6 million users are based in the New York metropolitan area, and so Gilt, knowing how busy a lifestyle that is, has made shopping a convenience, even a pleasure.
Every day, Gilt gets better at customization and personalisation. Different users, for instance, will see different versions of Gilt Groupe, tailored by algorithm to what they’ve purchased in the past and how much they’ve spent.