Building Online Brands (Russia)
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Building Online Brands
Leighton Peter Prabhu
Director, Russia & CISShoes of Preywww.shoesofprey.ru
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What we doWe make women happy. We bring out their creativity and allow them to wear something
they've created for themselves.
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Mass Customization - YouTailor
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Mass Customization - Chocri
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Mass Customization - Snupped
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Mass Customization - NikeID
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A shoe for every mood
Fanciful
Edgy Dreamy
CorporateElegant Trendy
Classic
FreshEnergetic
Bust a Move
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Building the Shoes of Prey brandCreating awareness
and excitement
Delivering an outstanding brand experience
Generating positive word of mouth
- Encouraging sharing on social media- Offering incentives for referrals
- Online- Offline- Localized- Personalized
- Creating demand through PR, events, social media- Engaging opinion leaders
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Creating awareness and excitement
• “Create” demand• Primacy of Internet –
“zero moment of truth”• Broadcast media, events,
social media• Engage opinion leaders• Special channels
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Media mentions
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Delivering an outstanding experienceLocalized and personalized, both online and offline
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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
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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 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)
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Recognition
• Best New Online Retailer
• Best Online Retail Marketing Initiative
• Most Innovative Online Retailer
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Спасибо!