The series will begin on June 22. Over the past few years, Gilt has been running mobile-only deals to educate consumers to use its mobile apps.

“We’re always looking to create new and unique ways for our members to shop,” said Jason John, vice president of online, mobile and social marketing at Gilt, New York.

“This summer, they’re taking advantage of the warm weather, traveling more and spending less time indoors, so to complement their on-the-go lifestyle, we’re kicking off our Summer Must-Haves mobile sales starting this weekend and going through August 22,” he said

“Our members can literally take Gilt with them and shop from wherever they are all summer long, even if they’re on the beach. Plus, these summer sales will also feature even bigger discounts and great brands. For example, keep an eye out for our favorite summer dresses under $50, which will be on sale during summer weekends exclusively on mobile.”

Mobile series
The Summer Must Have mobile series will be available on Gilt’s iPhone, iPod touch, iPad and Android apps.

Furthermore, the sales will also be available on the company’s mobile site.

Every Saturday at noon ET from June 22 through August 24, Gilt will debut new mobile exclusive sales for women, men, kids and home.

The sales, which will not available on the company’s Web site, will feature some of the company’s favorite summer must-haves – whether it is breezy dresses, beach towels, jewelry, patio furniture or blenders.

“People are using multiple devices to shop online, so it’s important for us to offer a best-in-class shopping experience wherever our customers are and expect us to be, regardless if it’s on a computer, phone or tablet,” Mr. John said.

“With our mobile exclusives and mobile first look previews, it’s another way for us to create excitement and give our members a reason to come back to Gilt every day to see what’s new, what’s tailored just for them and what they otherwise wouldn’t find on our site,” he said.

“Our members have told us that they love this feature, and we see the results as our mobile customers are returning at a very high rate. We’re kicking off our Summer Must-Haves sales with a cross channel campaign. Promos on our site, banners in our daily emails and push notifications will inform our customers when these mobile sales are live.”

Ramping up initiatives
Over the past years, mobile has become an integral part of Gilt’s business and a core focus for the future.

The latest mobile series initiative is part of a bigger effort where the company wants to offer a seamless mobile shopping experience to its on-the-go members.

Last year, Gilt experienced strong mobile engagement and sales results during the holiday season thanks to a focus on merchandising and other strategies that helped close the loop on browsing and sales (see story).

Most recently, the flash sales site unveiled its redesigned Android application with improved image quality, faster speed and new checkout functionality (see story).

“Mobile continues to be a key focus for our business overall,” Mr. John said. “Over 40 percent of our overall revenue is now generated through mobile, and that trend is continuing to grow.

“The company is thinking multichannel across all aspects of the business, as we tailor the shopping experience to take advantage of different device capabilities,” he said. “This affects everything that we do, from how we’re developing new functions and features on our apps, to how we’re shooting our imagery, customer service and beyond.

“We’re also exploring new ways for personalization, which we’re really excited about. If you love Kate Spade handbags or Missoni Home bedding, for example, we’re able to create sales especially for you based on your individual preferences.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York