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ShoeDazzle Ditches Monthly Subscriptions For Boutique-Style Pampering (fastcompany)
The online shoe company cofounded by Kim Kardashian announces it's scrapping
the monthly subscription model and adding lingerie and dress lines. The moves
reveal its true secret sauce.
ShoeDazzle started out as one of the new generation of consumer startups
centered around a monthly subscription model: Sign up for the service and you
get a new pair of pumps (or wedges, or boots, or stilettos, or…) every month
for a mere $39.95. And they were celebrity-endorsed, no less.
But today, after just three years in operation, ShoeDazzle is announcing it is
jettisoning the subscriptions. Does that mean they were a bust? Or is there
something more profound at work?
The latter, say ShoeDazzle executives and investors. The subscription angle
certainly garnered the company signup-fueling coverage when it first opened
its doors back in March 2009 (as did the fact that cofounder Kim Kardashian
was helping curate the company's selection of proprietary footgear).
But ShoeDazzle's real insight, CEO Bill Strauss tells Fast Company, and the
thing executives say will send it zooming ahead of its competitors, is
something that has gotten a little less play: the site's personalization and
pampering strategy that is perhaps the real key to ...
fastcompany
