Connection:How emotions drive KPIs.

Gilt

Sample Sales

Sample Sales Deconstructed

Great products

Discount prices

Limited quantity

Great Product

What is Fashion about?

Maslow's hierarchy of needs.

Discount Prices

Limited Quantity

KPI: Fear of regret drives

conversions.

Limited Time

Exclusive Access

“I got this on Gilt. Do you know it? … No? You have to know Gilt. I’ll invite you to join!”

vs.

“We went to this great country club that my family belongs to this weekend.”

KPI: Exclusivity drives referrals

Integrity: Emotions are sacred

Source: Proceedings of the National Academy of Sciences of the United States of America

Scaling Emotion

● Site is open to everyone.● Not all inventory is as limited.

Personal Shoppers: Do they scale?

Connection

1. Understand your customer

2. Do things to create connection

3. Communicate the things you are doing

Using Personalization to create Connection

“It is an excellent idea. Although I did

not select anything on this

offering, I am sure another

will be successful.”

Using A/B testing to foster Connection

Example

“Be the first to shop with Chrome push notifications!”

vs.

“Get notified the moment sales start with Gilt Chrome notifications.”

KPI: 8% lift in opt-

ins.

Negative Example

Because this price has been further reduced, this item is not returnable.

Motivation vs Friction: Going to the Gym

Motivation > FrictionI feel overweight. Takes too much time.

My body is sore from dis-use. Too far too drive.

I’m going to the beach in a month. It’s going to hurt.

Motivation vs Friction: Buying on Gilt

Motivation > FrictionI don’t want to miss out on owning this. Too expensive.

It’s going to look amazing on me. I want it right now.

I need new jeans. I’m afraid it won’t fit.

Connection in other companies: Amazon

Connection elsewhere: internal tools

KPI: Adoption

and satisfaction are high.

Connection elsewhere: recruiting

KPI: Hiring and

retention rates are

up.

Dress Like Nathan Day

http://tech.gilt.com