is sponsored by
Growing from startup to 4.5 million worldwide subscribers in just eight years, TechStyle Fashion Group brands JustFab and ShoeDazzle have built their businesses with a digital-first, data-driven mindset. Both brands specialize in shoes and apparel, but each focuses on different types of consumers.
JustFab and ShoeDazzle Brand President Traci Inglis joined Retail Gets Real at Shop.org 2017 in Los Angeles to discuss how operating with a startup mentality helps the brands fuel innovation through data and customer personalization. As we chatted with Inglis, we heard her thoughts on a few things that keep the tech-savvy brands a step ahead, such as:
- How operating as a “scrappy” startup keeps the brands nimble and adaptive.
- Best practices for staying innovative as a large, global ecommerce retailer.
- How vertical integration keeps return rates low and customer satisfaction high.
On not letting volume sacrifice quality:
“The volume of projects that we produce at TechStyle is unparalleled to any other retailer I’ve ever worked for before … . We [are] always improving the customer experience. We can make real-time adjustments that we see the results of the following day.”
On personalization based on consumer preference:
“In ecommerce, whether you have 100 customers or 4.5 million, you really do a lot of the same things. … We have the same amount of products that we upload, we design one to five emails in a given day. … We can then personalize those things dynamically.”
On effective team leadership:
“My leadership mantra — I like to quote Steve Jobs: ‘We don’t hire smart people to tell them what to do, we hire smart people so they can tell us what to do.’”
Listen to this episode to learn more about TechStyle’s digital-first, tech-driven business model and how the “Meet the VIP” program helps the company better understand the customer experience. Hear more from Inglis and other top retail leaders at Shop.org 2018, to be held Sept. 12-14 in Las Vegas.