If you or your significant other is a big shopper, you have undoubtedly heard about online boutique shopping clubs like Rue La La or Gilt Groupe. These popular sites offer an exciting channel for purchasing stylish apparel and even travel.

Rue La La was launched in April 2008 and began offering high end fashion and lifestyle items to members-only clientele. They promote discounted products for a limited time only. They run several ‘boutiques’ at any given time, but their offerings are limited and unique. Their audience of over 1 million members is primarily female and generally wealthy, with most members earning over $100,000 per year. As marketers would understand, this is a gold mine opportunity to any company that works with Rue La La. Their growth has been noticeable and in November they were sold to GSI commerce.

Shangri-la for travel companies?

In June 2009, Rue La La began selling travel and experiences – it was around then that I began logging in under my fiancés account. The site has since promoted many travel boutiques, selling (at times distressed) inventory for hotels and cruises. Speaking with PhoCusWright’s analysts, Rue La La cited an example of a highly successful campaign for Windstar cruises which offered approximately 25% off and sold out very quickly.

The draw of Rue La La lies in their members-only model and the time sensitive nature of their promotions. The site offers a unique travel shopping experience, but in reality, it’s not hard to become a member (ask a friend) and their discounts could be found elsewhere. For hundreds of thousands of wealthy women, however, Rue La La is the way to go.

Which brings us to the real point: Rue La La is a great targeted marketing partner for travel companies. They act as a marketing distribution partner (MDP) rather than an online travel agency (OTA). If they do not sell your inventory, they don’t get paid. They excel at marketing your product and staying true to your brand. And if you haven’t caught on by now – they deliver you hundreds of thousands of wealthy women – a marketer’s dream!

Rue La La recently appointed Marka Jenkins Waechter as General Manager of its Experiences division. She will be expanding Rue La La’s relationships with luxury travel and experience companies. They are also focusing on expanding their appeal to men. Hopefully this will only serve to expand their value – but don’t abandon the wealthy women, Rue La La!

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Read my follow-up case study of one luxury hotel’s experience with Rue La La

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