Named “Best New Online Retailer” and “Most Innovative Online Retailer”, the online shoe retailer Shoes of Prey has done very well at the Online Retail Industry Awards in Australia.
Not far off the mark, because Shoes of Prey has executed the mass customization concept quite excellently. And besides the freely configurable models, they have recently begun offering customizable “ready-made” models for the impatient:
To fully appreciate the enthusiasm, readers should compare against retailers such as Selve (“The Shoe Individualizer”) who operate much closer to reality but do not offer the same playful and intuitive design and selection process as Shoes of Prey. Much of the tactics here could very well be used by other mass customization businesses.
"We understand that sometimes less choice is more. So while on the one hand we're putting more materials into the range, we've also created a ready-to-wear collection of shoes that you can order right off the rack."
See also Zazzle Shoes who have made a science out of the composition process.
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