Coinciding with its 15th anniversary, ShoeBuy is also revamping its identity through what it refers to as “Confident Online Shopping.”
ShoeBuy announced today that it is strengthening its focus on delivering “shoe confidence” to its customers with every purchase. Redesigned to help shopaholics, shop-aphobics, and everyone in between, ShoeBuy wants its customers to truly enjoy browsing and buying shoes online.
The strategic shift is rooted in customer feedback and consumer research and aims to deliver a more intuitive website, a refreshed customer loyalty rewards program, and a commitment to building an engaging shopping experience.
Heather Adams, SVP, Marketing for ShoeBuy participated in a compelling interview with Loyalty360 to discuss her company’s major initiative aimed at greater and more memorable online customer experiences.
Why did ShoeBuy decide to launch its new identity and what factors prompted the “confident online shopping” angle?
We’ve been in the business for quite some time – in fact we’re celebrating our 15th anniversary of shopping on shoebuy.com this year and we have done extensive customer research and development as we worked to launch the new ShoeBuy brand. The new ShoeBuy has a much cleaner and simpler look and feel and visual updates have been made across all communication channels including the site itself, our ShoeFan Rewards program, and our marketing (email, social media, display advertising, etc.).
But we’re also striving to deliver a great shopping experience with new tools like a virtual fitting tool, more customer reviews integrated throughout the shopping experience, more content like expert picks and from our Inside the Box blog, and even more enhancements to come.
Did customer feedback play a role in this at all and, if so, in what way?
Absolutely. Customer feedback was a key component in building our plan. We conducted a lot of customer research and also a lot of focus groups and we leveraged insights we’ve received from our shoppers over the years. We learned that customers really love online shopping and that they want, and are excited, to find the perfect item just for them when they shop; but they really also want a great selection and a company they can trust to ensure a good experience – and if they don’t love their purchase for whatever reason, they want to know that company can help make it right. These areas are key focus areas for ShoeBuy as we strive to delight our customers every time they browse the site and every time they interact with ShoeBuy.
What are your goals related this new identity and tools for better and more confident online shopping?
To us, this is not just a marketing rebrand, but instead a shift in the way the company does business. We will be dedicated to fulfilling the needs of the online shoe buyers through improved customer experience. Our shoppers have always come to us for our variety and broad selection. We have very loyal, repeat customers and we have earned their loyalty by continuing to deliver on our great selection. Now, we’re focusing on areas like our site, our brand, and the complete customer experience to really take things to the next level. We’ll of course continue to iterate, but we want to delight our customers with every interaction and ensure they enjoy their shopping experience.
Some new features that have been added to the ShoeBuy shopping experience to help customers feel even more confident in their online purchases include:
Virtual Fitting Tool: Launched to help shoppers find their optimal size as they explore new brands and styles.
Expert Insights: ShoeBuy will now offer engaging insights and expert picks on its site, including on the new Inside the Box blog, which covers all-things shoe and style-related.
Customer Reviews: Tapping into its vast number of shoppers’ experiences, fit and style reviews are more prominent and integrated within the shopping path for customers to reference.
Online Chat: Rolling out the ability to chat live with the Customer Service team gives ShoeBuy shoppers another convenient way to get help on their terms, whether for making purchases or simply getting order status or style questions answered.
Ongoing Enhancements: ShoeBuy will continue to enhance its site and customer experience throughout 2015, with a focus on creating frictionless browsing and shopping across all platforms.
What’s more, ShoeBuy will celebrate its rebranding project by thanking its loyal customers this month with initiatives including:
Through Feb. 25, the refreshed ShoeFan Rewards program is offering a limited-time sign-up bonus gift, awarding new ShoeFans a $10 Reward to help find their perfect match and start saving right away.
Social Media Fans are invited to enter “Share & Win What’s Inside the Box” Sweepstakes to win up to a year of shoes! Prizes include a year’s supply of new shoes and 15 runners up will receive $50 in ShoeFan Rewards.