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Flash Sale Overload?
By: Janet Kalandranis
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Everyone loves a sale — everyone. There’s nothing better than feeling like there’s top quality matched with a lower-than-expected price. It’s like winning the game. The shopping game, that is. This is why when those flash sale sites started to pop up, people went crazy for them. And quite honestly, they still do. There isn’t a lack of options, either. There are flash sales for everything — clothes, furniture, décor, travel, cooking, etc. But with so many options, why does it seem like there are new options being introduced every week? Does the world need that many flash sales? Are they all truly different enough from one another to be successful? Most importantly, what happens when this flash sale craze dies down? What happens to all these flash sale brands?

Anyone who signs up for flash sales probably has more than one bookmarked to their favorites, from Rue La La to One Kings Lane to Gilt and BRIKA. Although each of these try to carve out a clear differentiator for customers, there seems to be too much overlap. Some offer free return shipping, some offer a once-monthly shipping rate, some offer higher-end products, some only do house décor. As much as there is a difference in product and in service, none of these characteristics are SO good that they make a customer loyal to one over another. It’s a safe bet to assume that if someone is a flash sale shopper they are perusing multiple sites and making purchases from more than one flash sale brand. Maybe this is okay; maybe the brands assume when they have the right product, the customer will come back. But what if the customer doesn’t and they turn away and then the idea of flash sales dies? Where do the brands go from there?

It’s interesting to look at the brand story behind flash sales; which ones actually have them and those that are simply an online marketplace. To be honest, there is nothing wrong with that. Brands just need to understand that if the customer changes and there’s no need for generic flash sales that the business might come to an end. However, those flash sales that can truly differentiate and have a brand story that can grow and evolve are better equipped to stay relevant for the customer. For instance, FAB is known for having quirky and unique products and BRIKA works with small designers and shares stories of each product. These little enhancements might mean the different between a short-lived flash sale brand and one that evolves with the time.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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