Zulily is putting even more emphasis on moms as the core customer, and it’s doing so based on a mom’s definition of value, the Qurate Retail Group banner stated.
Moms are redefining value to mean the sum of all the parts of a shopping experience, Zulily asserted, including service, convenience, availability, affordability and fun. Further, the shopping process should be tailored to their specific wants, needs and preferences. To deliver against the new value proposition, Zulily stated that it will provide an online superstore environment that invites moms to partake of an engaging but not bank-breaking shopping experience with features including exclusive daily deals and sharp everyday prices.
To do so, Zulily said it is featuring:
- Exclusive Daily Deals from Trusted Brands. Every day, Zulily will launch exclusively priced deals across more than 100 limited-time events, curated for each customer with unique and brand-name products.
- Virtual Brand Stores-within-a-Store. As a mom time saver, Zulily is introducing a new everyday offering that features an always-available selection of well-priced, quality brand names and on-trend styles through a series of more than 300 curated “virtual brand experiences” with favorite labels including BOGS, Carter’s, Champion, Burt’s Bees Baby, Fisher-Price, LEGO, Levi’s, Melissa & Doug, SOREL and Steve Madden, among others.
- Everyday Value. Zulily’s new everyday assortment offers a wide selection of daily essentials and basics across clothing, footwear, homewares and more at budget-friendly prices.
American households need to maximize value now more than ever before, Zulily maintained. Already stressed moms are still responsible for over 75% of household purchases. Now, 92% of moms report that inflation has impacted their spending budget, with essentials such as groceries and gas having the greatest effect.
Zulily’s 2022 Brain of the Planner: Inflation Edition Report points out that moms are responding to stress by planning.
In the study, 97% of moms said they see the importance of planning ahead for purchases. Beyond that, moms are feeling an “inflation pinch,” mostly on day-to-day essentials including groceries and gas, cited by 72%, but also on discretionary spending for vacations, entertainment and dining out, a pinch affecting 25% of study participants. This holiday season, it will impact 81% of moms in gift-giving with 33% buying fewer presents for everyone in 2022.
In trying times, moms are banding together with loved ones to find ways to save, such as sharing a deal they see online or at a store, cited by 26%, buying in bulk and sharing, by 23%, and sharing money-saving tips, tricks and lifehacks, by 21%.
Moms everywhere can shop the new Zulily online superstore now with free shipping on orders of $89 and above, the company stated.
“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,” said Courtney Kissler, senior vp and chief technology officer at Zulily, in announcing the new approach to mom needs. “This is why we’re changing course and strive to be a solution for all moms’ wants and needs, every day. 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.”
