Ideeli is an online retailer dedicated to delivering a unique and exciting daily shopping experience with a curated selection of offerings across the apparel, accessories, home, shoes, kids, travel and lifestyle categories. I frequent this website very often (sometimes almost daily) and its ability to draw me back time after time is why I consider stickiness one of this retailer’s fortes.
The biggest draw for any potential customer is the sense of urgency created by this retailer. The sales events are for a limited amount of time and the products are offered at discounted prices. Most sale events start at noon ET and last only 40 hours but there are also sales events that only last several hours with products offered at even steeper discounts. The diversity in products offered and the quality of these is also a great draw because on any given day, you will find amazing deals on trendy items that have a “wear now” appeal. The idea is to get to the site as quickly as possible after the start of a sale in order to get first dibs. Another way this sense of urgency is promoted is via the shopping cart. The products a visitor selects and places in the shopping cart are only available to them for 15 minutes. This means that if one takes too long to place an order, the item may no longer be available for purchase. The system does alert the user when an item in the cart is about to expire so the item can be promptly placed back in the cart if the shopper is not finished browsing.
Though the deals are amazing, what actually keeps me returning to the website day after day are the daily emails. Each morning, I receive an email outlining the sales events which will be starting at 12 noon that day. What I find really helpful is that each graphic detailing the different sales events is a link that leads directly into that sale (not the home page) which saves time for the