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Building Online Brands
  Leighton Peter Prabhu

  Director, Russia & CIS
      Shoes of Prey
      www.shoesofprey.ru
Building Online Brands (Russia)
What we do
We make women happy. We bring out their creativity and allow them to wear something
                          they've created for themselves.
Mass Customization - YouTailor
Mass Customization - Chocri
Mass Customization - Snupped
Mass Customization - NikeID
Building Online Brands (Russia)
Building Online Brands (Russia)
A shoe for every mood
                       Energetic
       Fresh                                   Bust a Move




       Classic
                                                         Fanciful




                                                        Dreamy
Edgy




            Elegant                                 Trendy
                                   Corporate
Building Online Brands (Russia)
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?

84.7
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)
Recognition
• Best New Online
  Retailer
• Best Online Retail
  Marketing Initiative
• Most Innovative Online
  Retailer
Спасибо!

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Building Online Brands (Russia)

  • 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.
  • 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
  • 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