Showing 29 posts tagged sxsw
Speaker: Kerry Cooper, COO of ModCloth.com.
Modcloth has an interesting business model: They allow customers to curate and influence design. Items crowdsourced in this way sell much better than ones chosen purely by the company’s buyers.
Their method i called The Triangle Top: creation, bottom right; curation, bottom left; crowdsourcing, top middle; customer, top.
Here are some takeaways from the session:
Customers don’t want to have a say, the need to have a say.
Create an environment that makes customers want to come back and share who they are. When you approach crowdsourcing make sure to ask and give back. Consumers have a stake this way.
Interesting idea: brand turns a consumer into a celebrity by highlighting their unique style, other customers follow them #modsxsw
Where we’re headed: mini celebs; want to follow, learn from, be inspired by b/c of their style #modsxsw
Trends aren’t driven by top-down (executives, boardrooms, etc). They’re created by social, community, bloggers.
It’s ok to make decision that fans/followers/advocates do not agree with; just be transparent in the delivery.
Moderate, don’t dictate. It’s not all democracy- being transparent when taking bets with or opposite consumers is key #modsxsw
Consumers do not care about the brand anymore; they care about the aesthetics.
The Internet is helping us be aesthetic centric instead of brand centric. And to build a company bottom up vs top down. #modsxsw