The Future of Online Retail

Leighton Peter Prabhu Partner, Russia & CIS Interstice Consulting LLP www.intersticeconsulting.com October 2011

Co-creation / mass customization

Other co-creation projects

Subscription commerce
simplied choices negative-option billing packaging

style types celebrity

sampling

curation ?

experts customer service

Other subscription commerce projects

Case study - Shoes of Prey

What we do
We make women happy. We bring out their creativity and allow them to wear something they've created for themselves.

A shoe for every mood

Fresh Energetic Bust a Move

Classic Fanciful

Edgy

Dreamy

Elegant Corporate

Trendy

Building the Shoes of Prey brand

Creating awareness and excitement
- Creating demand through PR, events, social media - Engaging opinion leaders

Generating positive word of mouth

- Encouraging sharing on social media - Offering incentives for referrals

Delivering an outstanding brand experience

- Online - Ofine - Localized - Personalized

Creating awareness and excitement

Create demand Primacy of Internet zero moment of truth Broadcast media, events, social media Engage opinion leaders Special channels

Media mentions (Russia)

Delivering an outstanding experience

Localized and personalized, both online and ofine

Generating positive word of mouth

Encourage sharing on social media Power of stories Incentives for referrals
Social Financial

Blogs (internal and external) Newsletter easy to forward

Results - customer survey

(Net Promoter Score: 0 = neutral, 15+ above average, 50+ excellent)* How satised were you with the level of customer service?

84.7
How likely are you to recommend Shoes of Prey to a friend or colleague?

67.7
Prior to purchasing from Shoes of Prey, did you know someone who had made a purchase from Shoes of Prey before?

11.3% of our customers knew someone who had purchased from us prior to ordering their shoes
will no doubt grow as our customer base grows. *some NPS comparisons: BMW (59) Apple (79) FedEx (56) Google (73) Amazon (73)

Recognition
Best New Online Retailer Best Online Retail Marketing Initiative Most Innovative Online Retailer

Whats next?

Bricks and Clicks

TESCO / Homeplus, Korea

Augmented reality weve already come so far

Online tting using webcam

Augmented reality - technology

SRI International / Microsoft Kinect

AR - implementations
TOPSHOP / AR Door, Evropeisky

3-D virtual tting room

Fits.me

Some resources
i-accelerator.ru startupwomen.ru springwise.com

L.S. Peter Prabhu BCom MPhil CA CPA Partner

Interstice Consulting LLP Tverskaya 9 Moscow 125009 Email: lsp.prabhu@intersticeconsulting.com Mob: +7 916 404 97 52 Blog: russkiebiz.wordpress.com