Leverage the Medium
If you are an e-tailer selling women’s shoes, handbags or jewelry you have one giant disadvantage- you can’t offer shoppers instant touch, feel or fit. This would be your biggest weakness against brick-and-mortar stores. And this is the problem, most e-tailers obsess about their weaknesses instead of focusing on their strengths. The Venn diagram below encourages us to reverse this thinking-
Strengths of shoedazzle.com-
1. Their team of fashion stylists are tastemakers. While such experts can be expensive, by distributing their fees over 1000s of shoppers the site is debuting a high-end service to a price-conscious market.
2. With one site ShoeDazzle can serve customers all over the US.
3. Many of their featured items are manufactured in-house thus offering the company better margin control.
4. “Skip a month” is a brilliant feature. It completely eliminates all end-user risk while giving ShoeDazzle the opportunity to reactivate a dormant customer every 30-days.