Flash sale and daily deal sites provide shoppers with the ultimate incentive to browse and buy. The promise of extreme discounts for curated items, meals and events has driven traffic and hype for companies including Rue La La and Gilt Groupe. TOTSY is a private sale site dedicated to delivering exclusive deals like these to parents. In an effort to increase buzz and purchases, TOTSY has teamed with Mamasource.com, an online destination that connects mothers and moms-to-be. Through the partnership, TOTSY will utilize its existing e-Commerce platform to roll out a co-branded private sale site that will cater to Mamasource.com’s visitors and subscribers.
The strategic relationship will allow both companies to solidify their positions as leading sources for moms, according to Christophe Garnier, Co-Founder, President and CMO of TOTSY. It also will allow this consumer group to develop stronger peer relationships, creating a greater sense of community and camaraderie.
“TOTSY and Mamasource.com share many core values, and we’re confident that the exclusive sales events on TOTSY will resonate with Mamasource.com members,” Garnier told Retail TouchPoints. “Our goal was to build a community dedicated to providing trusted parenting content and the deals that young families need.”
Mamasource.com’s parent company, Mamapedia.com, currently operates an online community that reaches approximately 3.5 million moms. Daily exposure to this audience will allow TOTSY to extend its reach among parents, as well as provide more personalized and relevant deals for Mamasource.com’s members, Garnier reported.
“We have a long and significant history of providing high quality and mom-centric daily deal offers,” said Marc West, CEO of Mamasource.com. “For more than two years we have worked with thousands of high-quality partners to bring meaningful offers to the moms in our community. By expanding our offers to include TOTSY’s deals and its flash sales platform, we believe we can further connect with moms’ interests and deliver increasingly relevant, targeted offers.”
Connecting Content To Commerce For Flash Sale Success
TOTSY and Mamasource.com initially teamed up during 2011 to run multiple flash promotions. Due to the success of these campaigns, as well as consumers’ increased demand for targeted offers and flash sales, the companies extended their affiliation, according to Garnier.
“These [initial] deals usually sold out, sometimes in one day, which was an amazing performance,” Garnier explained. “During the following months, the level of engagement we saw coming from Mamasource moms who had joined TOTSY as a result of the promotion inspired us to explore a more comprehensive relationship. We saw a valuable opportunity to extend our reach among this very qualified target demographic and ultimately decided to customize our platform and launch a co-branded version for Mamasource.”
Both TOTSY and Mamasource.com are poised for success as the flash sale market continues to grow. Especially within the target audience of time-starved moms, flash sales are valuable resources for consumers to receive extreme discounts from merchants. In fact, TOTSY has already experienced a significant boost in revenue due to shoppers’ increased need to find the best buy.
“Our decision to focus on the parenting segment has enabled us to provide products that are particularly relevant to the needs of our customers,” Garnier explained. “Our on-the-go moms have very little time for shopping, and TOTSY provides them with easy access to a full suite of helpful products at up to 90% off. In the last year alone, our revenue grew 3,000%, and we fully anticipate that this collaboration will allow us to continue to grow at such an extraordinary rate in the coming years.”
To provide TOTSY and Mamasource.com members with quick and easy access to sales and relevant announcements, all community members and subscribers will receive deal announcements on the site and via email, creating a smoother transition from content to commerce. Furthermore, this cross-channel initiative will help boost awareness of Mamasource.com’s venture into the flash sale market.
“By expanding our offers to include flash sales, we can engage more moms who find that format valuable,” West explained. “We believe flash sales have a solid opportunity to be a major part of the ongoing market makeup. Our goal is to continue to expand our commerce options using focused partnerships, such as the one we have with TOTSY.”
TOTSY will enhance its site experience throughout 2012 to help make offer browsing and retrieval processes more social and customized, according to Garnier. He said TOTSY plans to incorporate these changes into the co-branded site wherever possible.
The partnership is expected to “generate a significant amount of TOTSY revenue in 2012,” Garnier predicted. “As a provider of private sales events to Mamapedia.com’s large member base, this partnership could potentially double our own member base within a very short time.”