Is private event etailing the future of ecommerce?

If you have heard the rumblings over the Internet, you likely will. Private event retailing has taken a strong hold across Europe and is now beginning to take shape in the US. Just why is this new etailing format so popular?

by Kristina Knight

Many believe it is because of the exclusivity of the platforms. Members must be invited to obtain entrance to the deals offered by an etailer. Is this the right step for your etailing boutique? That all depends on the clientele you are trying to engage and the type of items offered. Higher end items and higher end consumers will be very interested in private event.

First, though, your site has to be ready and that could entail re-platforming the whole thing.

"We see a push to the multi-channel," said Adam Michaelson, Optaros. "There is a lot of work . . . because systems are beginning to age. Systems were either grown organically or purchased with a package. Retail is [currently] growing 3%, ecommerce is growing at 15%, so there is a push to find new revenue streams and update the existing systems."

One option is to create a micro-site, with a base from the old platform. Another option is to tap into the social space by adding widgets, reviews, linking through or two Facebook/MySpace type social sites and adding product blogs.

"Once you have a backend, which can be shared across all microsite, you can sell specific brands, sell to specific demographics or sell during a specific time of year," said Michaelson. "If you're a large retailer and you're looking for addition sales, my suggestion is they should all fall into the microsite."