Building Online Brands (Russia)
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Building Online Brands (Russia)

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Building Online Brands (Russia) Building Online Brands (Russia) Presentation Transcript

  • Building Online Brands Leighton Peter Prabhu Director, Russia & CIS Shoes of Prey www.shoesofprey.ru
  • What we doWe make women happy. We bring out their creativity and allow them to wear something theyve created for themselves.
  • Mass Customization - YouTailor
  • Mass Customization - Chocri
  • Mass Customization - Snupped
  • Mass Customization - NikeID
  • A shoe for every mood Energetic Fresh Bust a Move Classic Fanciful DreamyEdgy Elegant Trendy Corporate
  • 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
  • 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
  • Delivering an outstanding experience Localized and personalized, both online and offline
  • 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 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)
  • Recognition• Best New Online Retailer• Best Online Retail Marketing Initiative• Most Innovative Online Retailer
  • Спасибо!