E-tailers are becoming more assertive in launching proprietary promotions, and Zulily has developed its own version, which will launch as the second annual Zulily Thrill Fest on June 18.
The 72-hour promotion will include significant discounts across site categories such as in Kitchen, up to 60% off, and Home, up to 70% off.
Home is integral to the larger promotion, an initiative that will leverage unique elements of Zulily’s go-to market proposition, Sue Kron, the e-tailer’s director of merchandising, home, told HomeWorld Business.
“We’re a unique shopping experience given we launch a new store every day, with hundreds of sales that span thousands of products across adult and kids’ apparel, pet gear, beauty and wellness, and of course home,” she said. “Products span from big brands and up-and-coming brands alike: Cuisinart, Ralph Lauren, Melissa & Doug, Boxed and more. By partnering with our internal technology team, we are able to serve up millions of versions of our site/app daily, so each customer’s view is completely customized. Due to this, customers that have browsed or purchased from our home category previously— including home décor, organization, kitchen accessories, furniture and more— are privier to having these types of sales elevated in their daily shopping experience. Each customer view is unique, and the breadth and depth of our assortment allows for an entertaining and relevant experience for every shopper.”
Kron didn’t want to give away too much about the home element of the promotion prior to Thrill Fest, but she did say that consumers will find sharp deals from favorite brands including Cuisinart but also Ninja, KitchenAid and others.
Zulily has developed a multifaceted marketing initiative to get the word out on Thrill Fest.
“We know our Zulily customer is a savvy, on-the-go shopper and doesn’t want to miss out on an amazing deal,” Kron said. “We are partnering with our marketing team to promote our second annual Thrill Fest across Zulily’s social media channels Facebook, Instagram and YouTube, in addition to email and push notifications. Additionally, since 74% of Zulily orders are placed via a mobile device, Zulily will also feature prizes through an app-only sweepstakes. Customers who sign in to the Zulily app and do something simple like hearting a brand will automatically be entered for the chance to win a prize, like a $5,000 Zulily shopping spree or must-have merchandise, like a Cuisinart 18-Bottle Compressor Wine Cellar valued at $1,170.”
Social Exclusive Deals provided during Thrill Fest will bolster the Facebook, Instagram and YouTube efforts. Zulily noted that it would roll out hundreds of sales covering thousands of styles daily in the promotional period with an emphasis on extreme value, including Zulily’s lowest prices ever on a range of products. Promotions within Thrill Fest will include Dash for the Thrills with attention grabbing offers including some for 99 cents available only for a few hours and 24-Hour Thrills available for a single day.
Kevin Saliba, Zulily svp/marketing, noted, “For us, shopping is all about forging connections and relationships with our customers, infusing fun and value into their lives. Zulily Thrill Fest is our biggest sale of the year, delivering extreme value— the best deals in retail— through an entertaining shopping experience. We are celebrating our customers by providing them amazing offers from brands like KitchenAid, Crayola, NYDJ, Ergobaby, Laura Geller, The Sak, Burt’s Bees, Perricone MD, Muk Luks and more.”