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Eric Koger

CEO & Co-Founder, ModCloth
The $100 Million Equation:
The Art and Science of E-Commerce
Commercism Conference
...
Who Is ModCloth
Raised $48 Million in Funding
503 employees

Headquartered in SF
San Francisco – 154 Los Angeles – 53Pittsburgh – 296
In 2013...
• Collection of over
7,500 designs from
over 1,200
designers
!
• Growing private
label business
Remarkable Assortment
of Fashion & Decor
Retro &
Vintage-Inspired
One-of-a-
Kind
Vintage
Unique Marriage of
Art and Science
965 4,550
2,914 3,031
26,621 14,767
25,061
Available 

for Sale
2-12
Weeks
Traditional Retail “Push” Model
Disruptive “Pull” Model
Customer signals inform buying
re-...
How It Began:
Be the Buyer
Morgan
Skip It!
Holy salmon stripes, Batman! What is that
ruffly crap oozing out of the blood red waist
line, there? Hones...
Bethany
Skip It!
If it weren’t for the ruffles above the
waistband, this would be a really adorable
dress.
Customers provide direct feedback…

“Get rid of the ruffles and it would be amazing.”
… we incorporate into our merchandis...
• Be the Buyer
products historically
sell 2X as much
!
• Lifetime spend 

of Be the Buyer
customers is 

3X more
Lean DNA
Paves the Way
for Great Ideas
Community outfit-sharing platform with
shoppable images and style inspiration.
Windy City Dress 

in Navy
Style Gallery Inspiration (11)
!
• Over 20,000 total
photo submissions
!
• Conversion is over 50%
higher than site average
!
• Over 1.1 million loves on
...
Efflorescent Effect
Dress
Heart of the World
Bag
Too Much Fun Dress in
Black Dots
Installation Art Exhibit
Tank in Aqua Zi...
Takeaways
SHE ENGAGES
SHE INFLUENCES
DATA ENABLES
PERSONALIZATION
SHE FEELS
OWNERSHIP
SHE VISITS
Takeaways
• Niche Start = Competitive Advantage &
Fundraising Disadvantage
!
• Niche Focus x Iterative Expansion = Scale
!...
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]
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"The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]

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THE $100 MILLION EQUATION: THE ART & SCIENCE OF E-COMMERCE, Eric Koger, Co-Founder & CEO, ModCloth

Check out Eric's presentation that goes with this slide deck here: https://www.youtube.com/watch?v=pCN_eiuR_Sw

Published in: Technology

Transcript of ""The Art & Science of E-Commerce," ModCloth >> Eric Koger [COMMERCISM 2014]"

  1. 1. Eric Koger
 CEO & Co-Founder, ModCloth The $100 Million Equation: The Art and Science of E-Commerce Commercism Conference March 21, 2014
  2. 2. Who Is ModCloth
  3. 3. Raised $48 Million in Funding
  4. 4. 503 employees
 Headquartered in SF San Francisco – 154 Los Angeles – 53Pittsburgh – 296
  5. 5. In 2013... • Collection of over 7,500 designs from over 1,200 designers ! • Growing private label business
  6. 6. Remarkable Assortment of Fashion & Decor Retro & Vintage-Inspired One-of-a- Kind Vintage
  7. 7. Unique Marriage of Art and Science
  8. 8. 965 4,550 2,914 3,031 26,621 14,767 25,061
  9. 9. Available 
 for Sale 2-12 Weeks Traditional Retail “Push” Model Disruptive “Pull” Model Customer signals inform buying re-order decisions Vast majority of Inventory sold at full price ✓ 1 YearBuyers Inventory Discounting Buyers 2-12
 weeks 2-12
 weeks
  10. 10. How It Began: Be the Buyer
  11. 11. Morgan Skip It! Holy salmon stripes, Batman! What is that ruffly crap oozing out of the blood red waist line, there? Honestly, from the waistline down is sort of cute, but that top is a hot mess. Bethany Skip It! If it weren’t for the ruffles above the waistband, this would be a really adorable dress. ModLover Skip It! The ruffles over the belt completely ruin this dress! Get rid of the ruffles and it would be amazing. 11.3% Pick It! 88.7% Skip It! Before
  12. 12. Bethany Skip It! If it weren’t for the ruffles above the waistband, this would be a really adorable dress.
  13. 13. Customers provide direct feedback…
 “Get rid of the ruffles and it would be amazing.” … we incorporate into our merchandise. 11.3% Pick It! 88.7% Skip It! Before 63.4% Pick It! 36.6% Skip It! After
  14. 14. • Be the Buyer products historically sell 2X as much ! • Lifetime spend 
 of Be the Buyer customers is 
 3X more
  15. 15. Lean DNA Paves the Way for Great Ideas
  16. 16. Community outfit-sharing platform with shoppable images and style inspiration.
  17. 17. Windy City Dress 
 in Navy Style Gallery Inspiration (11)
  18. 18. ! • Over 20,000 total photo submissions ! • Conversion is over 50% higher than site average ! • Over 1.1 million loves on our Style Gallery
  19. 19. Efflorescent Effect Dress Heart of the World Bag Too Much Fun Dress in Black Dots Installation Art Exhibit Tank in Aqua Zigzag Time for a bite Necklace Efflorescent Effect Dress Heart of the World Bag Too Much Fun Dress in Black Dots Installation Art Exhibit Tank in Aqua Zigzag
  20. 20. Takeaways
  21. 21. SHE ENGAGES SHE INFLUENCES DATA ENABLES PERSONALIZATION SHE FEELS OWNERSHIP SHE VISITS
  22. 22. Takeaways • Niche Start = Competitive Advantage & Fundraising Disadvantage ! • Niche Focus x Iterative Expansion = Scale ! • Marriage of Art & Science = Lean Principles x Creative Leadership x Analytical Course Correction
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