A steady spring rain served as little deterrence for the hardy attendants of the New York American Marketing Association’s Monday night event featuring Gilt Groupe cofounder Alexis Maybank.
Currently serving as chief strategy officer, Maybank discussed Gilt’s four year maturation into the big-data-weilding, five-million-member established player that it is today.
Gilt has thrived, Maybank emphasized, by prioritizing flexibility. When the company hosted it’s first invitation-only sale for Zac Posen in 2007, only ten days had passed since the initial customer contact, and the returns section of the website had yet to be built. During the rapid growth that followed, more people were hired in some quarters than had been working at the company.
The first big change of direction occured when the company realized that their partnering brands weren’t just looking at them for inventory liquidation, but instead saw Gilt as a marketing channel. The latest pivot, occuring now, is towards mobile.