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The future of " vente privée ”

The future of " vente privée ”.

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The future of " vente privée ”

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  1. The future of "venteprivée” We must make a distinction in using the term “venteprivée”: originally it was offline, and since the development of e-commerce, there have been a lot of initiatives online that made that “venteprivée” lose of it’s unique characteristic. It could be the mission of Bongo to get back in consumers minds the original definition (something really exclusive for a selection of consumers). Consumers insight and expectations in “venteprivée” sales: The consumerinsightfor the usage of “venteprivée” (offline or online) could be the following: Next to myclassicalway of makingpurchases, I amlookingfor special deals forgoodsor even services that are notavailableforeverybody, giving me the feeling I made a good and exclusive deal. Whatcould be the definition and expectationsfor deals the consumers are lookingfor: *goods & services whichrepresent a certainvalueifnotbought in thisway (eg fashionclothesbrands, …) *deals that are uniquehencenottoo complex to get (online and deliverd in the neighbourhoodor offline in a space/room in the neighbourhood) *deals can be found: via recommendation of friends, family, brands *needfor the consumer to thinktheydidsomething to get the information (notsomethingattainableforeveryone). Thiswaytheyshouldnotgetinformationproactivelyfrom partners toooften (basis of once per quarter) *the deal should be validfor a limitedperiod of time to emphasison the special, uniquecaracterisitc of a sale *the dicount should be perceived as unique, more that can be found elsewhere via any other form of platform (the % of discount need to vary per sector of activity)

  2. The future of "venteprivée” What are the benefits / expectations from a partner point of view: Here we should make the distinction between the enabler of the “venteprivée” platform (the case of Bongo / Groupon) and the initial producer (eg fashion brand / hotel). Here we will take the point of view of the producer. The advantages: *“Venteprivée” sales is a way to get rid of unsalable/obsolete stocks from the classical sales platforms. The advantage is that the producer can still earn something on the remaining stock and has not the cost of getting the goods destroyed or the cost that a certain service remains unsued (eg for a good: stock of clothes of a previous collection / eg for a service: get the empty hotel rooms filled up). *Via this channel, consumers get to know a certain brand or service. Partners can hope for a repurchase via a classical channel. “Venteprivée” can also be used for sampling purposes. Margin expectations: The discound given should depend on the producers’ structure. They should still make some profit by chosing this platform. Besides some sectors of activity need to be carefull in discounts in order to preserve their image (the discount should not be exagerated in the case of luxury brands for example).

  3. The future of "venteprivée” How can Bongo act in “venteprivée” sales: Bongo could be an enabler of “venteprivée” sales. Bongo has the advantage it has already built a great distribution channel in many countries offline and can easily target consumers online (via opt-ins in Bongo boxes). In this framework, to make “venteprivée” a sustainable concept, Bongo could make sure it’s activities are based on the initial definition of “venteprivée, ie with a limited and exclusive character. This can be done online as well as offline. Practical ideas: *In each Bongo box purchase, Bongo can ask via a form if the consumers wish to be informed of “venteprivée” deals. They can afterwards reach their consumers online (e-mailing) and and offline (mailing). *They can opt for the creation of a “venteprivée” box. Here it would be essential Bongo communicates on the uniqueness and limited validity of these boxes: not more than 200.000 fashion clothers “venteprivée” boxes available as of September until October the same year (coming back to the consumer insight: it would not be a success if consumers have the feeling everyone can obtain a certain deal). To make online and offline more impactful, Bongo could try to obtain exclusive deals with partners (for example, only Bongo consumers get access to the “venteprivée” sales of a certain hotel channel).

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