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The Future of Online Retail

Leighton Peter Prabhu Partner, Russia & CIS Interstice Consulting LLP October 2011

Co-creation / mass customization

Other co-creation projects

Subscription commerce simplified choices negative-option billing

style types celebrity




experts customer service


Other subscription commerce projects

Case study - Shoes of Prey

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

A shoe for every mood Fresh


Bust a Move

Classic Fanciful




Trendy Corporate

Building the Shoes of Prey brand Creating awareness and excitement - Creating demand through PR, events, social media - Engaging opinion leaders

Generating positive word of mouth - Encouraging sharing on social media - Offering incentives for referrals

Delivering an outstanding brand experience - Online - 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 (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 – 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

What’s next?

“Bricks and Clicks” TESCO / Homeplus, Korea

Augmented reality we’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

Some resources


L.S. Peter Prabhu BCom MPhil CA CPA Partner

Interstice Consulting LLP Tverskaya 9 Moscow 125009 Email: Mob: +7 916 404 97 52 Blog:

The Future of Online Retail  
The Future of Online Retail  

Slides from a recent lecture at Higher School of Economics, Moscow