Know-How Exchange : Strategy

I don't know. If this were my project, I would begin by interviewing women who buy shoes online and asking about their experiences and preferences.

If you don't have a better product, then you need to develop better service. What can you offer that your competition doesn't? For example: no hassle returns, free shipping/returns, an online tool to find shoes that fit, an online tool to find shoes that match the color of other products, etc.

The basics are that you need to be perceived as having a better product, price, or service (in some cases 2 of these, but not possible to have all 3).

Perceived is a key word - you are comparing to what the consumer normally goes for, not the best possible out there (that they may not know about).

Price is obvious - what does it cost them. look at all costs that your targeted customers pay currently and see how you stack up. if they are normally buying in stores, online could be cheaper.

Service includes return policy, how fast you ship, how easy it is to order, how easy it is to get questions answered, and the like. Do this better than others and you could stand out (but added service of course adds to costs).

Quality is includes the physical impacts of quality (how well built, how good materials, etc.) but also the perceived quality (how good a return policy, etc.). For example, when Hyundai entered the US with their cars, they offered a 10 year warranty (twice what most others did). People felt that if the company was willing to do this, then the cars must be good (increased perceived quality). Or you can talk up the quality of the materials or workmanship.

If you can't come up with some benefit that sets you apart from everyone else, then you will be wasting your time and effort -- and money -- trying to create a meaningful brand. If you choose to be a commodity, just be prepared to live with slim margins and ongoing challenges in your business.

Being a commodity doesn't have anything to do with the product you're selling. It's about the way you think. It's a decision you make that gets played out on your site and in every consumer interaction. I've had clients that sell products that are far less distinguishable than shoes -- think industrial chemicals, or tires, or nylon carpet fiber, or computer chips -- and we were able to create brands for them, so I know it's possible for you.

Does it take some thinking and some hard work? Of course. And if you need help with it, you can hire a professional to guide you through the process. You have a few ideas in the posts above ... I'm sure there are others.

Good luck.

The look, design, easy of use, quirkyness and interestingness of your website and the way it connects with people can all be worked on to make you out to be a supplier that is fun to visit and buy from (eg a gallery of our shoes in different places, or a foot-wall with pictures of customers' feet as silly examples)

This then needs to be backed up by great service and the feeling of dealing with a real person who cares. This will build recommends. This person who cares should extend out into social media - be helpful, not salesy.

Then you want to find ways to increase the price people will pay. For instance, shoes will be a category that many people would want to try on physically. If the customer pays $2 more, you'll include a free return-paid bag to make it easy to return unmarked shoes. Have the option of extras - odor eaters, spare laces, cleaning spray, shape retainers, bow-ties with smart shoes etc.

And then there's promotions and generally getting better known or connected than competitors. Eg sponsor walking events (or a page for organisations/walkers looking for sponsorship or participants). Try to position yourself as a space people want to visit - not just a place they come looking at prices.

Hi,

Focus on various innovative service to your customers , it will add value automatically & simultaneously build brand strong.

Regards,
Virag

My tactic, for what its worth? [Pardon the 'pedes' -trian aspects] "Two paths diverged in a yellow wood, and I... I took the path less traveled by". (Robert Frost.) Turn the entire concept upside down. When all are running off in one direction - go the other direction. Find, create a niche. GREAT customer service, Quality product. Value for money... etc. etc.