By Sue Aldrich
Bakers Shoes is a chain of retail stores with extensive online properties for engaging its customers. Importantly for Bakers Shoes’ future, it has established successful mechanisms to increase intimacy with customers – and collects masses of data about those customers. Using Facebook and its own Shoeternity site and blog, Bakers Shoes collects implicit data about customer preferences.
Bakers Shoes’ strategy for its online and mobile resources is based on analysis of interaction data and unceasing testing of designs, paths, and offers. For example, traffic analysis revealed that customers were using its mobile site to read reviews and check inventory before going to a store. This analysis convinced Bakers Shoes to abandon the mobile app tactic and invest in ongoing improvement of its mobile site. Bakers Shoes personalizes product recommendations automatically, leading to an increase in average order value of 40 percent for orders where the customer has clicked on one of these recommendations. Tactics for recommendations and offers are constantly tested and optimized to continually improve sales results.
Bakers Shoes’ Facebook page presents style suggestions, collects likes and customer comments, and, of course, clickthroughs to the commerce site. Shoeternity takes friendship further: this is the site where customers post photos of their “looks” and post comments and likes about the posts of others. Posts are extensively tagged with words describing the shoes, the effect, and the environment for wearing the look. I can search these tags to find out if animal prints (tiger, zebra, etc.) are out of fashion. Only five posts use the words “animal print,” and none this year. OK, forget the giraffe-print booties; they are so last year.
Bakers Shoes can use this trove of data in automatically select products to recommend to shoppers, in making stocking decisions, in choosing images for banners and other ads, and in choosing topics for Facebook and Shoeternity blog posts.
Bakers Shoes Mobile Pages
© 2012 Patricia Seybold Group Inc. and Bakers Footwear Group.
Bakers Shoes has created a mobile site that is consistent with the web site, but with simplified navigation and displays. The shoes selected in response to a navigation choice are those most likely to interest the customer. In a click, the customer can like it, order it, or find a store that carries it.