Lesson – give customers choices that help them articulate what they’re looking for. The same product in a heel and a hat that garnered such a negative response is a bestseller as a flat.
People don’t always know at first what’s bothering them – give them time to articulate through the process.
JOE NOTES: Change this lots of learnings slide – remove text altogether – initial build show blue and green == 20% on the green Next build shows two colors that are not blue and green have them be 90/10
Udi Nir, ModCloth, SXSW Lean Startup 2013
Agile Supply Chain Udi Nir
ModCloth is a social shopping site... ..that’s shaking up the way fashion is discovered, developed, and delivered.
We’re Democratizing FashionMake the Cut is a crowdsourced Be the Buyer allows our Name It and Win Itdesign contest. Users submit users to pick samples for engages users indesigns and vote on which our store. product-naming contests.should be produced.
Insights + Engagement • Average sales for Be the Buyer items have 2.2x the velocity of non-Be-the- Buyer items! • Great engagement vehicle • 19 Million votes • 10% of members voting on BTB • 33% of BTB customers voted before they placed their first order • BTB customers spend 2.5x more than non-BTB customers
Takeaways• Don’t throw the baby out with the bathwater – just because an idea gets roundly panned doesn’t mean it won’t be universally loved with just a few tweaks.• You don’t have to source and produce mass amounts of physical product to find out what will sell.• Involving them in the decision making process makes for loyal, high-value customers.