Rue La La has a leadership position in mobile commerce because of the very nature of its flash sales business. In this video, Rue La La CEO Steve Davis talks about why Thanksgiving shows the ongoing adoption of that channel by consumers, and why retailers need to step up to the plate.
Davis told Multichannel Merchant that Cyber Weekend 2014 was a giant mobile commerce story for Rue La La.
“We did between 63% and 68% of our sales [via mobile] between Thanksgiving and Sunday, and on Cyber Monday we did 50% of our sales via the mobile device,” Davis said. “Mobile shopping has been an enormous phenomenon that drove all weekend, including Cyber Monday, where there was huge growth.”
Davis said Rue La La’s customers want to be on its site exactly when the sale launches at 11 a.m., and they are not often by their desktops, so it’s very akin to a mobile phone.
“On a typical week, we’ll do about 50% of our sales via a mobile device,” Davis said. “But achieving 68% as we did on Thanksgiving just shows the ongoing adoption of that channel by consumers.”