Building Online Brands (Russia)

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Building Online Brands (Russia)

  1. 1. Building Online Brands Leighton Peter Prabhu Director, Russia & CIS Shoes of Prey www.shoesofprey.ru
  2. 2. What we doWe make women happy. We bring out their creativity and allow them to wear something theyve created for themselves.
  3. 3. Mass Customization - YouTailor
  4. 4. Mass Customization - Chocri
  5. 5. Mass Customization - Snupped
  6. 6. Mass Customization - NikeID
  7. 7. A shoe for every mood Energetic Fresh Bust a Move Classic Fanciful DreamyEdgy Elegant Trendy Corporate
  8. 8. Building the Shoes of Prey brand Creating awareness and excitement - Creating demand through PR, events, social media - Engaging opinion leaders Generating positive Delivering an outstanding word of mouth brand experience - Encouraging sharing on social media - Online - Offering incentives for referrals - Offline - Localized - Personalized
  9. 9. Creating awareness and excitement• “Create” demand• Primacy of Internet – “zero moment of truth”• Broadcast media, events, social media• Engage opinion leaders• Special channels
  10. 10. Media mentions
  11. 11. Delivering an outstanding experience Localized and personalized, both online and offline
  12. 12. 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
  13. 13. Results - customer survey (Net Promoter Score: 0 = neutral, 15+ above average, 50+ excellent)*How satisfied were you with the level of customer service?84.7How likely are you to recommend Shoes of Prey to a friend or colleague?67.7Prior to purchasing from Shoes of Prey, did you know someone who had made apurchase from Shoes of Prey before?11.3% of our customers knew someone who had purchased from us prior to ordering theirshoes will no doubt grow as our customer base grows.*some NPS comparisons: BMW (59) Apple (79) FedEx (56) Google (73) Amazon (73)
  14. 14. Recognition• Best New Online Retailer• Best Online Retail Marketing Initiative• Most Innovative Online Retailer
  15. 15. Спасибо!
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