Heard on myTotalRetail: Shoes of Prey, Wine.com, Boll & Branch, Lush Cosmetics
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Jodie Fox, Co-Founder and Chief Creative Officer, Shoes of Prey
“For Shoes of Prey, the fact that we’re making on-demand is the thing that helped us to break even so fast because it had a positive cash flow. There’s a lot of stock floating around the world that people manufacture and send out hoping that consumers will buy it, and it ends up in landfills. The retail chain, particularly in fashion, is fairly antiquated and there are a lot of opportunities in there to solve pain points.”
Scott Tannen, Co-Founder and CEO, Boll & Branch
“Bedding is classically a touch-and-feel product that’s purchased out of necessity. Consumers go to the store and they touch and feel product, and they purchase the product that feels the best to them. So the challenge for us is selling a touch-and-feel product to people that don’t have the opportunity to touch and feel it. We needed to do two things: one, we needed to have a product that exceeded expectations on every single measure and, two, we had to be incredibly flexible to make the process even more convenient than going to a store.”
Mark Wolverton, President and CEO, North America, Lush Cosmetics
“When we started, what kept us ahead of the competition was innovation and launching of new products. We traditionally dropped 30 percent of the product range each year and replaced it with new products. The innovation engine behind the brand in terms of the product creators is second to none. We’ve gone through the process in the last 10 years of redoing and adding to different categories, mostly seasonal but some additions throughout the year. It was time to try figure out how we could break the mold in store size, so we did a creation of a whole new slate of products — 240 new products in 100 days.”
Rich Bergsund, CEO, Wine.com
“Wine has a problem with the paradox of choice — and a lot of categories have this. There are just too many options to choose from. We’re building the world’s largest selection, which is great, but it also can be confusing. So we added live chat wine experts. On desktop and mobile, seven days a week, you’ve got access to a friendly wine expert who can look at your past purchases and behaviors to handle any questions you might have and make it really easy to choose a bottle — or any other wine advice for that matter.”
