Gilt and Pinterest Reach Out To Moms To Unlock Secret Sales


Gilt Groupe and Pinterest

Yesterday we talked about the biggest ways emerging e-commerce is already changing its game, and there’s already more to add. Today comes the news that Gilt Groupe, the leader of the online flash sale pack, is partnering with Pinterest (fashion’s favorite new form of social media) to offer discounts.

The sale, which so far is limited to select items on Gilt’s designated Pinterest page for kids’ apparel, won’t be advertised anywhere on Gilt’s site.  Instead, users — or let’s face it, moms — are encouraged to follow the kids’ page on Pinterest and look out for the secret sale items.  When a select piece has been re-pinned 50 times, the sale’s a go.  So far, the discount seems steep — the first little girls’ dress to be “unlocked,” after reaching the requisite number of re-pins, was reduced from $123 to $28.

One item of note — hitting enough re-pins doesn’t unlock the sale item for everyone.  To access the piece, and the price, shoppers must enter the sale through Gilt’s Pinterest page.  As a way to both track and encourage Pinterest-to-Gilt conversion, the flash sale giant’s new idea is super smart.  We just wonder when these secret pinning discounts will be extended to the adult stuff.