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Flash site pioneer unveils redesigned, more customized Web experience


Online luxury retailer is kicking off its 10th anniversary with the launch of a new website.

The company, a pioneer in online flash sales, unveiled a complete site redesign on Tuesday. Dubbed “The New Gilt,” the site continues to feature daily new arrivals and the flash sales that it's known for, but it will also feature easier site navigation, more exclusive offerings, and edited and dynamic editorial content — all of which will contribute to a more tailored customer experience, Gilt said.

A robust navigation bar and expanded category tabs enables customers to shop by a general merchandise category, specific brand or one of Gilt's featured shops. With access to an expanded assortment of products, shoppers can also narrow their search via filters such as brand, size, color, price or item type, all the way down to the sleeve length or material of a dress.

Gilt is also using customer shopping patterns, search habits and profile preference to deliver specialized new product feeds, shops and editorial stories. Custom recommendations and similar products can now be viewed throughout the shopping experience through the use of updated visual recognition and machine learning technologies.

Gilt is also merging experiences into the site through its Gilt City feature, which positions an offer from a local business alongside merchandise. For example, an ad for a yoga studio sale may be highlighted with activewear. Gilt expects this move to position the company as “a one-stop lifestyle destination for both fashion and experiences,” the retailer said.

"The New Gilt is a totally redesigned shopping experience that lets customers shop their way, whether they're looking to be inspired or know exactly what they're searching for," said Jonathan Greller, president of Gilt and Saks Off 5th. "In this rapidly changing retail environment, listening to our customers and evolving to exceed their expectations is more important than ever before." serves more than 9 million members.

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