Flash sales have lost some of their edge since retailers began to pay more attention to mobile shopping, but the format can still work provided the e-retailer personalizes the message, optimizes for mobile purchasing and curates the offer carefully, writes Chantal Tode. For example, Fab.com encountered receiver fatigue with its daily offers and switched to a less frequent, more personalized approach. Its competitor RueLaLa discovered that adding one-step checkout via mobile bumped up repeat sales.
Personalization, convenience key to revitalizing flash sales
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