This document discusses how Shoes of Prey builds their online brand. It outlines their mass customization model that allows women to design their own shoes. It then discusses their strategies for creating awareness, generating positive word of mouth, and delivering an outstanding customer experience through personalized and localized online and offline channels. Customer survey results show high satisfaction and likelihood to recommend scores. The brand has also received several awards and recognition for their innovative online retail model.

1. Building Online Brands
Leighton Peter Prabhu
Director, Russia & CIS
Shoes of Prey
www.shoesofprey.ru

3. What we do
We make women happy. We bring out their creativity and allow them to wear something
they've created for themselves.

4. Mass Customization - YouTailor

5. Mass Customization - Chocri

6. Mass Customization - Snupped

7. Mass Customization - NikeID

10. A shoe for every mood
Energetic
Fresh Bust a Move
Classic
Fanciful
Dreamy
Edgy
Elegant Trendy
Corporate

12. 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

13. Creating awareness and excitement
• “Create” demand
• Primacy of Internet –
“zero moment of truth”
• Broadcast media, events,
social media
• Engage opinion leaders
• Special channels

14. Media mentions

15. Delivering an outstanding experience
Localized and personalized, both online and offline

16. 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

17. Results - customer survey
(Net Promoter Score: 0 = neutral, 15+ above average, 50+ excellent)*
How satisfied were you with the level of customer service?
84.7
How likely are you to recommend Shoes of Prey to a friend or colleague?
67.7
Prior to purchasing from Shoes of Prey, did you know someone who had made a
purchase from Shoes of Prey before?
11.3% of our customers knew someone who had purchased from us prior to ordering their
shoes will no doubt grow as our customer base grows.
*some NPS comparisons: BMW (59) Apple (79) FedEx (56) Google (73) Amazon (73)

18. Recognition
• Best New Online
Retailer
• Best Online Retail
Marketing Initiative
• Most Innovative Online
Retailer

19. Спасибо!