Similar to other emerging companies, ShoeDazzle, a fashion ecommerce company, is growing as more customers flock to its subscription business model that lets individuals choose from a variety of products handpicked by A-list celebrities, including Kim Kardashian.
According to a report by TechCrunch, ShoeDazzle acquired 1 million new subscribers in July 2012, boosting the total number of customers up to roughly 13 million. A significant portion of this growth has been attributed to a change that occurred four months ago, in which the company expanded its offerings beyond shoes to include jewelry and clothing without forcing individuals to sign up for a subscription.
“The growth shows our changes are really resonating with clients,” ShoeDazzle CEO Bill Strauss said, according to TechCrunch.
On the first of every month, however, subscribers will receive a new personalized set of offerings selected by stylists based on a series of questions asked in a three-minute fashion quiz. These products include designer shoes, handbags and jewelry, as well as limited-edition deals and exclusive collections. By subscribing to ShoeDazzle, customers can also receive unique style advice from experts without having to pay too much out of pocket.
Subscribers will never be pressured to make a purchase and all shipping is free for purchases costing more than $39. Furthermore, individuals can easily return or exchange items without impacting their subscription charges.
By leveraging an innovative subscription management platform, commerce companies like ShoeDazzle can more easily track and manage customer activity. As a result, the companies can more easily optimize their offerings, which in turn will generate higher customer satisfaction.