Vente-Exclusive: lessons from Benelux
Vente-Exclusive.com is the number one in online flash sales in the Benelux. It works as a private shopping community and offers exclusive sales of top brands in fashion, lifestyle and travel to more than 4m members daily. And all this with discounts up to 70% on popular brands including Desigual, Levi’s, Ray-Ban, Marlies Dekkers, G-Star, Zuiver it does a roaring trade.
It works like this: a sale opens for about three to five days, and shoppers browse and shop at the discount price – and can add in loyalty discounts too. Once the sale closes, Vente-Exclusive orders the goods from the suppliers, the suppliers deliver them to its customers’ homes.
The online sales are accessible where and whenever shoppers want via their desktop computer or laptop, or via the free app on iPad, iPhone or Android device. With its loyalty programme, shoppers earn points with every euro they spend on Vente-Exclusive. With these points they can earn many useful features such as more discounts and early access ton the most popular sales.
While it started as an online entity, mobile users have quickly adopted this way of buying as mobile enables that all-important spontaneous interaction with the deals as they happen. As a result, the company has had to keep on top of mobile, perhaps more than many brands.
In doing so, it has seen how m-commerce works in both Belgium and Holland, with some interesting differences. “For the Netherlands, we register relatively more purchases via mobile devices than in Belgium,” says Wouter Cuypers, head of mobile and big data at Vente-Exclusive.com. “But the Dutch also do more window shopping at Vente-Exclusive.com. Compared to Belgian surfers, they look at many more products and look around more before making a purchase. But the Dutch are spoiled with strong competitors like Wehkamp and De Bijenkorf. There are also notable differences in brand preferences per region.”
According to Cuypers, more than a quarter of Vente-Exclusive’s visitors come and buy through apps for iPhone, iPad and Android. But many of its customers prefer to use the website on their mobile device. “When we add these two, we reach more than half of the visitors coming in via mobile,” says Cuypers.
Cuypers has also seen that iOS users, while not spending more than Android or mobile web users – as common wisdom often has it – do convert better. “The iPad converts as well as the website or even better, the iPhone a bit less and Android still a little bit less,” he says. “Overall, iOS is also larger than Android because we simply have more iOS users.”
What Vente-Excusive has learned is that Belgium is becoming more of a mobile commerce powerhouse in Europe. Almost three out of four Dutch people already had a smartphone last year, in Belgium it’s lower but they are busy catching-up.