'We will never be Middle America,' says Ideeli's director of loyalty

Share this content:

I had the opportunity to tour Ideeli's SoHo office today to get a sense of the company's culture and how it plans to compete with competitors like Gilt Groupe, RueLaLa and HauteLook. Like the high-end products Ideeli sells to its 4 million members, the company's center of operations is chic and impressive.

The approximately 100 employees I saw were all impeccably dressed, casual but hip, working hard but pausing occasionally to chat and laugh. I even caught a glimpse of Ideeli CEO Paul Hurley's dog as he freely roamed the open space between the office floor and the conference room.

“We only allow four dogs a day at the office,” said Neeraj Sharma, director of loyalty at Ideeli. Unfortunately, I didn't ask how the dog-in-the-office rotation worked because we were in the midst of discussing whether or not Sharma felt threatened by Amazon.com's recent MyHabit.com launch.

“We're not threatened. The launch is validation for the industry,” he said.

With so many companies entering the flash sales marketplace, Sharma said it's important for Ideeli to continually innovate and communicate with customers. Sharma referenced Ideeli's recent partnership with Voyage Privé to offer luxury travel deals to consumers as one example of his company's innovation. “We also recently launched live chat,” he said.

When asked if Ideeli would ever move away from offering only high-end products, Sharma shook his head and said emphatically, “We will never be Middle America.” The company will continue to focus on the $100,000 household, he said.

“So we shouldn't expect to see Old Navy shirts appearing on the site?” I asked, wondering if he could read the buttons on my short-sleeved mustard-yellow button-down.

“No,” he laughed.

Sharma's point shouldn't be misinterpreted as snobby — despite triggering my own mustard-shirt self-consciousness — because the point of Ideeli, it seems to me, is to make high-end products available to cost-conscious consumers, rather than forcing consumers to go above their means to make lavish purchases. Perhaps that concept is why we've seen so many flash sales and daily deals sites launch in the past few months.

“Sure, the space is crowded,” said Sharma. “But if you're working with the right partners and making the right offers, your customers will be happy.”

Now, about the dog-in-the-office rotation…

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here