Personalization, convenience key to revitalizing flash sales

10/22/2013 |

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, 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.

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