Exactly five years after its launch, Gilt.com is launching its first television campaign. The online flash-sales site grew rapidly in its early years, in part fueled by the recession. A combination of value-conscious consumers and brands with extra inventory helped the site quickly attract a loyal following. Referrals and word-of-mouth have been the brand's bread and butter, supplemented in more recent years by display advertising and search marketing. Now, the e-commerce brand is ready to take things offline....
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Many startups are able to work remotely with just a laptop and working internet connection — though good luck finding one right now. For online retailers focused on pushing products out into the real world, "just ship it" is taking on a whole new meaning. Between extensive power outages and three days without a functional subway, the disruption is likely to last through the week.
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Searching for his next challenge in the retail industry after previous stops at the Home Shopping Network (HSN), Dell and Gilt Groupe, David Zucker joined health and wellness products retailer Vitacost in August 2011 as its new chief marketing officer. He quickly got to work. In the 13 months Zucker has been at Vitacost, he's helped to oversee a complete brand makeover, including a new logo and corporate slogan ("take the cost out of healthy living"); the redesign of its e-commerce website; the launch of two health and wellness content sites (Wellness Times and Momonomics); and the upgrade of Vitacost's mobile website and apps.
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