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Zulily targets core ‘mom’ shoppers with online stores-within-a-store

Zulily is offering new online shopping features.

A digitally-native retailer is expanding its focus beyond flash sales to meet the changing online shopping needs of moms.

Since its inception in 2010 as an online specialty retailer, Zulily has operated by launching more than 100 daily flash sales, most lasting 72 hours or less, with thousands of products. However, in an effort to stay up-to-date with the shopping preferences of its core customers – moms – Zulily is launching two new features aimed at providing everyday value, which will run alongside its flash sale model.

These three Zulily shopping experiences are:

  1. Virtual branded stores-within-a-store: The retailer is introducing a new everyday offering that features an always-available selection of value-priced, recognized brand names and current styles. Through a series of more than 300 curated "virtual brand experiences," customers can shop throughout the year with name brands.
  2. Everyday value: A new everyday assortment will offer a selection of daily essentials and basics across clothing, footwear, homewares, and other categories, at budget-friendly prices.
  3. Exclusive daily deals: Every day, Zulily will continue to launch exclusively priced deals across more than 100 limited-time events, curated for each customer with unique and brand name items.

Free shipping is available for all orders of $89 or above, regardless of which shopping experience customers use to make purchases.

Zulily is enacting these changes to its traditional online flash sale model following a 2022 Pollfish survey of over 1,000 U.S.-based moms between the ages of 25-44 it commissioned in August 2022. Results from the survey included:

  • Almost all respondents (97%) see the importance of planning ahead for purchases.
  • Respondents are feeling the "inflation pinch" mostly on day-to-day essentials, like groceries and gas (72%), followed by discretionary spending on things like vacation, entertainment and dining out (25%).
  • Inflation will impact 81% of respondents’ holiday gift-giving plans, with 33% buying fewer gifts for everyone this year.
  • Respondents are coming together with loved ones to find ways to save, like sharing a deal they see online or at a store (26%), buying in bulk and sharing (23%), and sharing money-saving tips, tricks, and life hacks (21%).

"A universal truth about moms is that they are under a lot of pressure, whether it's time, inflationary, financial, or societal, and these pressures are affecting the purchasing decisions and behaviors of moms. This is why we're changing course and strive to be a solution for all moms' wants and needs, every day," said Courtney Kissler, senior VP and CTO at Zulily. "We know moms are still motivated and excited by our flash sales and we must create environments where discovery is personalized, well-curated and easily shoppable to optimize the decision-making process and continue to delight moms."

[Read more: Zulily zeroes in on comparison shoppers]

Zulily is a subsidiary of Qurate Retail Group, which is made up of QVC, HSN, Zulily, Ballard Designs, Frontgate, Garnet Hill and Grandin Road.

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