Launched last week, Wisconsin-based Alice offers more than 6,000 unique products from hundreds of different manufacturers in the US. Its prices are 20 percent to 30 percent lower than those at other online stores, and shipping is free. Consumers begin by creating a free account and then selecting a list of all their favourite products, ordering only the items they need right then. Each shipment is bundled together in a single "Alice" box and delivered directly to the consumer’s door. Meanwhile, Alice organizes all the products on the member's list, finds coupons and deals for them, and reminds them to reorder when they are likely to be running low.
Although Alice works much like any other online retailer from the consumer's perspective, behind the scenes it is more like a marketplace, allowing manufacturers to sell directly to US consumers. Because no retail middleman is involved, significant cost savings can be passed on to shoppers, the company says. In addition, Alice's model allows brands to form a direct relationship with consumers, enabling personalized coupons, sampling and loyalty programs.
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