g some great brands on board. The partnerships are working now; we’ve got a great thing going with Adidas, there are a lot of yoga brands – that’s very exciting.” One of AussieCommerce Group’s smaller database sites, The Active started just over a year ago, in March 2014 and attracts a mixed membership, though it is more targeted towards males. “It’s very dark, all black, more masculine. Each of AussieCommerce’s sites, which include Luxury Escapes, Pop, The Gourmet, Ouffer, The Home, Brands Exclusive, Cudo, and newcomers Pinchme and Living Social, attract different members. Being a fashion site, Brands Exclusive has a mostly female base, mainly in the 30s to 40s demographic, similar to The Home’s membership. “The Home is very female – mainly the 35 to 55 category. It’s quite a high income, from our last data collection [averaging households earning $150,000 plus], and there’s lots of working women rather than women at home with families,” Mills said. The newsletters and EDMs make for a convenient way of shopping for this market. While at work, they can receive the emails to view products quickly, and easily click through to purchase. Mills joined AussieCommerce Group in June 2012 as CEO of The Home and Pop, and under her leadership, revenue of The Home has grown more than 400 per cent. In December, Mills was appointed CEO of all product sites within the group, which also includes The Active and Brands Exclusive. Brands Exclusive launched a magazine last month, the latest instalment of the site’s brand overhaul. The free monthly magazine is available online to members featuring products and travel articles, as well as interviews with fashion designers, and follows an extensive site redesign earlier this year, with a new direction to add more premium fashion brands to its offering. Mills is hoping the changes will enthuse customers as well as brand partners. “On February 18 we relaunched the site with a new design, a lot of new brands, to give it a completely different look and feel; really up to date with the fashion industry, that has been our biggest change of direction,” Mills says. The other site under Mills, Pop, offers quirky and gift items from around the world and attracts a younger demographic. “It’s mostly people in their 20s,” Mills says. “Pop is more mixed male and female, and is targeted towards both. It’s usually big just before Christmas – that’s the main trading time.” Social media is an avenue being enthusiastically followed up. The company is concentrating on Instagram for Brands Exclusive and Pop. Aligned with this, the company is seeing consistent growth in mobile and tablet traffic to its sites. “Over 50 per cent of people click through the emails and look at the site from mobiles, so it’s all about making that a more friendly experience,” Mills said. AussieCommerce CTO, Brett Raven, reports that mobile now accounts for 40 to 50 per cent of revenue as well as sessions. This story first appeared in Inside Retail PREMIUM issue 2040. To subscribe, click here.