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The Future of Online Retail         Leighton Peter Prabhu          Partner, Russia & CIS       Interstice Consulting LLP  ...
Co-creation / mass customization
Other co-creation projects
Subscription commerce                     simplified choicesnegative-option billing                                     pac...
Other subscription commerce projects
Case study - Shoes of Prey
What we doWe make women happy. We bring out their creativity and allow them to wear something                         they...
A shoe for every mood                       Energetic       Fresh                                   Bust a Move       Clas...
Building the Shoes of Prey brand                             Creating awareness                              and excitemen...
Creating awareness and excitement• “Create” demand• Primacy of Internet –  “zero moment of truth”• Broadcast media, events...
Media mentions (Russia)
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   – Soci...
Results - customer survey                 (Net Promoter Score: 0 = neutral, 15+ above average, 50+ excellent)*How satisfied...
Recognition• Best New Online Retailer• Best Online Retail  Marketing Initiative• Most Innovative Online  Retailer
What’s next?
“Bricks and Clicks”   TESCO / Homeplus, Korea
Augmented realitywe’ve already come so far
Online fitting using webcam
Augmented reality - technology       SRI International / Microsoft Kinect
AR - implementations   TOPSHOP / AR Door, Evropeisky
3-D virtual fitting room         Fits.me
Some resources i-accelerator.rustartupwomen.ru springwise.com
Спасибо!L.S. Peter Prabhu     Interstice Consulting LLPBCom MPhil CA CPA     Tverskaya 9Partner               Moscow 12500...
The Future of Online Retail
The Future of Online Retail
The Future of Online Retail
The Future of Online Retail
The Future of Online Retail
The Future of Online Retail
The Future of Online Retail
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The Future of Online Retail

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Discusses emerging business models in retail e-commerce: mass customization and subscription commerce. Presents case study of Shoes of Prey. Outlines new directions for e-tail technology.

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The Future of Online Retail

  1. 1. The Future of Online Retail Leighton Peter Prabhu Partner, Russia & CIS Interstice Consulting LLP www.intersticeconsulting.com October 2011
  2. 2. Co-creation / mass customization
  3. 3. Other co-creation projects
  4. 4. Subscription commerce simplified choicesnegative-option billing packaging style types curation celebrity sampling experts customer service ?
  5. 5. Other subscription commerce projects
  6. 6. Case study - Shoes of Prey
  7. 7. What we doWe make women happy. We bring out their creativity and allow them to wear something theyve created for themselves.
  8. 8. A shoe for every mood Energetic Fresh Bust a Move Classic Fanciful DreamyEdgy Elegant Trendy Corporate
  9. 9. 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
  10. 10. Creating awareness and excitement• “Create” demand• Primacy of Internet – “zero moment of truth”• Broadcast media, events, social media• Engage opinion leaders• Special channels
  11. 11. Media mentions (Russia)
  12. 12. Delivering an outstanding experience Localized and personalized, both online and offline
  13. 13. 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
  14. 14. 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 a purchase from Shoesof Prey before?11.3% of our customers knew someone who had purchased from us prior to ordering their shoeswill no doubt grow as our customer base grows.*some NPS comparisons: BMW (59) Apple (79) FedEx (56) Google (73) Amazon (73)
  15. 15. Recognition• Best New Online Retailer• Best Online Retail Marketing Initiative• Most Innovative Online Retailer
  16. 16. What’s next?
  17. 17. “Bricks and Clicks” TESCO / Homeplus, Korea
  18. 18. Augmented realitywe’ve already come so far
  19. 19. Online fitting using webcam
  20. 20. Augmented reality - technology SRI International / Microsoft Kinect
  21. 21. AR - implementations TOPSHOP / AR Door, Evropeisky
  22. 22. 3-D virtual fitting room Fits.me
  23. 23. Some resources i-accelerator.rustartupwomen.ru springwise.com
  24. 24. Спасибо!L.S. Peter Prabhu Interstice Consulting LLPBCom MPhil CA CPA Tverskaya 9Partner Moscow 125009 Email: lsp.prabhu@intersticeconsulting.com Mob: +7 916 404 97 52 Blog: russkiebiz.wordpress.com

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