How will mobile and social media interact 10 years from now? Jason John, Sr. Director of Online, Mobile and Social Marketing at Gilt Groupe, explains how analyzing technology and human behavior is essential to delivering cool and functional apps, in the latest Brand Innovator Spotlight.
Moving with Customers to Mobile
Companies should always move with their customers, not against them, and that’s exactly what Gilt Groupe did. When the Gilt on the Go app saw substantial growth, the company took notice.
“We are currently seeing 15% of our revenue coming from mobile, which is a significant source of business for us and witnessing engagement metrics over and above our website,” said John.
This helped spur Gilt’s ventures into mobile and social media. Its Webby award winning Jetsetter app depicts 360 degree panoramics of exotic vacation spots. Currently, Gilt is working on a 2.0 iPhone app that lets users find clothes that match the colors in the world around them.
Combining Mobile and Social Media
“Mobile and social media are very much intertwined,” said John. “At Gilt we are using social as our platform for the voice of the customer.”
Gilt values the two way conversation companies can now have with their customers through social media. With Facebook, Twitter, and other social platforms, Gilt builds brand loyalty by spreading the word on sales, receiving direct feedback, and learning what the customers like and dislike.
Always Progressing
In response to whether mobile retail replaces traditional forms, John disagreed. “Getting a customer to interact with your brand across additional channels is always additive in nature.”
Customers expect a company to evolve with their expectations, but Gilt enjoys trying to evolve even beyond that. Creating the perfect retail experience can be difficult, and John explained that this fear shouldn’t stop brands in their tracks.
“My best advice to get started is to not try and wait for the perfect mobile solution before launching,” he said. “It really is a refine as you test process in order to nail down a great mobile offering.
