Etailer, BrandAlley, launches discount outlet site for everyday essential items

Private sales etailer has launched an online discount outlet. According to the company, the launch will allow BrandAlley to increase its offerings by trialling and expanding new product areas such as gifting, sporting equipment, wine and books.

BrandAlley runs five to six new sales each day with up to 70% off RRP across fashion, beauty, homeware and lifestyle.

To complement the offer BrandAlley has launched the outlet, which acts as an online catalogue and answers a growing demand from BrandAlley members to have essentials such as denim and hosiery available alongside products from the daily sales.

The outlet means BrandAlley can become a one-stop site for savvy shoppers to find whatever they need at a great price, the company claims. With the addition of the BrandAlley mobile site customers are now able to shop whatever they want, wherever they are and at any time, it added.

The etailer has been testing the outlet for the last two months and said it has found having the outlet alongside its flash sales has increased both basket size and browsing time on site. BrandAlley expects the outlet to account for around 20% of its sales by the end of the year.

Marketing and PR director Melissa Littler said: “We are responding to demand from our customers to have stock on offer constantly alongside our daily sales. There is a permanent need for items such as hosiery or certain homeware items which means we can tap into members’ immediate needs as well as responding to their impulse purchases.”

“Flash sales remain core to our business model but outlet will be a great addition to complement our sales and add an extra offering for both our members and the brands we sell on our site. Already we have seen basket sizes grow 10% with members buying a mix of products from the daily sales and our outlet.”

The outlet area along with BrandAlley’s mobile friendly site means members can now shop at any time, day or night. This is essential to give the site’s members the best possible mix and service as it continues to grow its loyal membership base, the company said.

BrandAlley, which was launched in the UK in 2008, is a leading private sales site in the UK with sales in 2011 soaring 60% to £28.9m.