Grand Shoes: application of “The long tail” concept
Who’s Grand Shoes ? Grand Shoes, created 12 years ago, is a company that offers shoes that fit the feet and the style of the consumers. It offers a large range of shoes: from sneakers to classic footwear. These shoes are carefully selected and come from well-know brands (Nike, Adidas, Puma, J Shoes, Merrell, Vans, Camel Active, Blackstone and And 1).
What’s “The long tail” concept ? The long tail concept describes the niche strategy of selling a large number of unique items in relatively small quantities or selling fewer popular items in large quantities. The concept was popularized by Chris Anderson in October 2004 in an article in the magazine Wired of which he is the editor-in-chief.
In the physical world we're living in there are always limitations : financial, physical, technological ... .That is why firms always look to profit from the largest segments of consumers and sometimes ignoring the tastes of many of them. This is the case of many outlets and websites, for example: small shops, companies that has small storage or that can’t afford making huge investments …
In this presentation we will focus on the case of Grand Shoes: Many outlets and websites like shoebuy.com , madeinchina.com , nike.com … are selling shoes to consumers without offering a wide variety, and this is especially due to the physical limitation: these shops usually pay high rents, have a problem running their inventories, don’t have space to store the products or can’t afford buying a wide variety of shoes.
People with large feet often have problems finding the right shoes and that's how the idea of having a store called Grand Shoes emerged. Grand Shoes aim at offering all sizes of shoes and delivering them in many countries by creating a website.
The management at Grand Shoes understood the benefits of this strategy:
minorities combined form a huge segment.
helping in solving a social problem (a sort of discrimination in terms of choice) providing Grand Shoes a good social image.