In this case study, discover how flash sales leader vente-privee uses AT Internet’s Analytics Suite to: • Optimise the customer journey across all devices • Improve user friendliness of product sheets and visuals • Determine new mobile-specific features to launch Find more of our customer case studies here: http://www.atinternet.com/en/resources/customer-success-stories/

1. C A S E S T U D Y
vente-privee uses digital analytics data to
successfully drive its mobile strategy

2. 2AT INTERNET / CASE STUDY / vente-privee
INTRODUCTION
The creator and leader of online flash sales in France, vente-
privee is a true success story on the European digital scene.
With 1.7 billion euros of gross revenue in 2014, vente-privee
counts 24 million members and is present in 8 countries.
Initially specialising in overstock sales for fashion and
homeware, vente-privee today positions itself as a generator of
visibility for brands.
With 3.5 million unique visitors every day, and 10,000 new
members per day across all of Europe, vente-privee generates
more than 50% of its sales revenue via mobile – which repre-
sents about 70% of its total visits.
Client
vente-privee
Industry:
E-commerce
Vendor:
AT Internet
Key numbers:
• 24 million members
• 3.5 million unique visitors per day
• €1.7B gross revenue in 2014
Solutions
• Analytics Suite
Benefits:
• Optimise user journey across all
devices (smartphones, computers and
tablets)
• Improve user friendliness of product
sheets and visuals
• Add new mobile-specific features
JULIEN BIZET
Projects and Innovation Manager
Marketing – vente-privee
Case study developed in participation with:

3. 3AT INTERNET / CASE STUDY / vente-privee
NUMBERS
CHALLENGE
With its business model built around flash sales, vente-privee has shaken up the traditional sales
model by associating cost savings for the customer, the notion of urgency (short sale periods,
limited quantities), and regularly programmed sale start times.
This winning combination has also driven (and accelerated) the sharp increase of visits from
mobile and tablet.
vente-privee’s central challenge is therefore understanding and anticipating how users are truly
behaving across devices – and the impact of that behaviour on conversions – in order to make
the most of each device’s specific characteristics and optimise the overall customer journey
across channels.
Tracking customer experiences and touchpoints across devices has indeed become one of the
major challenges in digital, and for many companies, it remains complex due to gaps in user
identification across devices. vente-privee has managed to avoid this pitfall: Its members must
log in to access site content and sales, no matter the device used.
By identifying users throughout the entire purchase process via their login, vente-privee can
not only track members’ cross-device behaviours, but also connect each user journey to the
corresponding member profile.
vente-privee’s marketing teams can then track the entirety of consumer interactions on different
devices (smartphones, tablets and computer).
24 MILLION MEMBERS WHO ARE
. Highly engaged
. Brand-conscious
. E-shoppers
10,000 NEW MEMBERS
Per day in Europe
3.5 MILLION
Unique visitors per day in Europe
53 MINUTES SPENT ON THE SITE
In France per month per person
49% OF REVENUE, 70% OF VISITS
From mobile devices

4. 4AT INTERNET / CASE STUDY / vente-privee
KEY OBJECTIVES
• Deeply analyse purchase behaviours: time of day products are viewed, particularities of how
each device is used, preferred product themes…
• Target vente-privee’s different user profiles
• Determine recommendations for improving usability based on collected data
SOLUTIONS
With AT Internet’s solution, vente-privee can consolidate its audience measurement on
smartphone, tablet and computers. This unified view is also fed by vente-privee’s datamart,
thanks to API technology.
Data is exchanged between both systems, to both enrich the CRM database with traffic volume
and behavioural data, and also feed the AT Internet solution with user profile data (socio-econo-
mic category, age, gender, etc.).
Data mining teams can also carry out advanced correlations by product line, by spend per spe-
cific product, by brand, and more.
Let’s now take a detailed look at the analysis of consumer usage by device.
Thanks to the connection between AT Internet’s API and our datamart, we have
a view that’s quantitative, behavioural and also segmented, in marketing terms.
LOGGED-
IN MEMBER
Desktop
Tablets
Web/Apps
Smartphones
Web/Apps
VENTE-PRIVEE
DATA MINING

5. 5AT INTERNET / CASE STUDY / vente-privee
ANALYSES AND RESULTS
Based on data collected by AT Internet tools, we’ll share here a few analyses of vente-privee
members’ usage and behaviours.
A DEVICE FOR EACH TIME OF DAY
On the vente-privee website, we see a peak in sales revenue from mobile phones at 7am. This
time corresponds to the opening of sales on the site, and can be explained by the limited stock
quantities and “first come, first served” system. In the below graph, we observe the predomi-
nance of mobile phone usage, due to on-the-go purchasing from users during their morning
commute.
On the other hand, in the evenings and on weekends, we see that the tablet is largely favoured
over the other devices.
EACH DEVICE HAS ITS OWN PARTICULARITIES
By analysing data by device, vente-privee’s marketing teams have identified actionable learnings.
Many different uses
For the same group of users, behaviours can vary greatly from one device to another.
• On mobile, the “immediate opportunity detection“ mode dominates: Users peruse a large
number of sales and products in a short time.
• On computers, behaviour is more exploratory: Users spend even more time on a limited
number of sales.
In the end, even if apps represent 70% of mobile traffic, we observe that conversion rates drop
with screen size.
Distribution of visits by time and by device
Mobile Computer Tablet
Revenue from phones peaks
when sales open Tablets used in
the evening Tablets
Mobile
Computer
Distribution of visits by day and by device
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Tablets used on the
weekend
Tablets
Mobile
Computer

6. 6AT INTERNET / CASE STUDY / vente-privee
User profiles are clearly identified
• Smartphone users are often young men
• Tablet users (especially iPads) are from high socio-economic categories
Merchandising devices
The device used proves to be a differentiating factor when it comes to the nature of products
viewed and especially purchased. For example, a shorter path to purchase on mobile encourages
low-commitment, more generalised purchases like fashion accessories or home décor, whereas
travel packages and more expensive purchases are more often made via desktop and tablet.
CONCLUSION
Thanks to enriched analytics data, vente-privee can detect and identify behavioural and
transactional specificities of each device, and how they are used by each customer profile.
Mobile has shown its capacity to profoundly change customer usage, in terms of how often
users view products and when, the nature of the products viewed and bought, and whether that
purchase is impulsive or planned.
Based on these analyses, vente-privee drives its mobile strategy and has implemented actions to:
• Adapt its merchandising to each specific device.
• Streamline and shorten the purchase process on mobile.
• Develop features designed for mobile: app for Apple Watch, “Le Pass” application, or “Le Voyage”
application, for example.
Growth in terms of visits is clear, with mobile representing more than 70% of
traffic in 2015, across all different countries.
BENEFITS
• Optimise user journey across all devices (smartphones, computers and tablets).
• Improve user friendliness of product sheets and visuals.
• Add new mobile-specific features.

7. About AT Internet
One of the world’s major players in digital intelligence since
1996, AT Internet helps companies measure their audience
and optimise their digital performance across all channels.
AT Internet’s expertise extends from collecting raw data to
treating it in real time and delivering it for analysis and the
sharing of insights. Applications in AT Internet’s Analytics Suite
provide reliable, contextualised and actionable information.
Scalable and completely modular, AT Internet’s offering adapts
to businesses in all industries: e-commerce, media, finance/
banking, corporate institutions. Easy-to-use and accessible to all
individuals within a company, these solutions help address the
challenges facing both novices and experts in digital analytics
and data mining. The power of AT Internet’s Analytics Suite and
the quality of its services (consulting, training and support) are
recognised worldwide. AT Internet counts more than 3,800
customers around the globe, in all industries. With more than
200 employees, the group is present in 32 countries via its
customers, subsidiaries and partners.
About vente-privee.com
vente-privee.com (“private sales” in French) founded the online
sales event concept and is the global leader in the sector. Spe-
cialising in selling brand overstock since 2001, online sales are
exclusive to its 24 million members in Europe. Registration to
the vente-privee.com club is free and with no purchase obliga-
tion. Sales are for a limited time only (3 to 5 days) and are orga-
nised in close collaboration with over 2,700 major international
brands in all product categories: ready-to-wear, homewares,
wine, toys, sports, high-tech, etc… Thanks to its partnerships
with brands, vente-privee.com offers irresistible discounts (50-
70% off). With 2,500 employees in 8 European countries, vente-
privee.com generated €1.7 billion gross turnover in 2014.
Request a demo at www.atinternet.com
DISCOVER YOUR DATA’S TRUE POTENTIAL
BORDEAUX - HAMBURG - LONDON - MOSCOW - MUNICH - PARIS - SÃO PAULO - SINGAPORE
Follow us on
TWITTER
Follow us on
YOUTUBE
Follow us on
DA BLOG
Follow us on
SLIDESHARE
Follow us on
LINKEDIN