Customized Footwear: Additional Focus Group Discussion Chapter

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Uniformly, those in the former category indicated that they would be willing to pay something in the range of 10 to 20% more on customized orders. Customers willing to spend $100 on a pair of shoes indicates that $110-$120 would be an acceptable range for a customized pair.

Respondents who demonstrated a less proclivity both for online shopping and for shoe-shopping in general indicates that whereas they might spend something in the range of $40 to $60 for a pair of shoes, that $60 to $80 might be a suitable price point for customized footwear. The findings in this section would demonstrate that focus group respondents in all categories indicated a willingness to pay a statistically significant percentage more for the service of customization.

4. Through what distribution channels are potential customers likely to buy mass customized footwear?

The best distribution channels are those which have already established a relationship of trust and accountability with prospective users. Therefore, it would be wise to consider those distribution channels that already offer platforms for standard ecommerce secure payment processing, third-party shipping, seller/buyer ratings and internal discount programs.

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For instance, eBay and Amazon are valuable for connecting a trusted ecommerce name with an individualized storefront. Also, in these instances, seller-ratings constitute an extremely valuable resource for prospective customers. Focus group respondents also identified the online shoe website Zappos as an outlet which has achieved a positive and well-known reputation in the specific subcategory of online shoe sales.

5. How can the internet be used for selling mass customized footwear?

In addition to using the distribution channels above, the web allows retailers to create more precise opportunities to market desired demographics. Because the web provides a platform for multidirectional communication, it is possible to learn a great deal about buyer habits and desires, and consequently to use the channels most frequented by set demographics in order to convey brand identity.

6. What channels should be used for promoting mass customized footwear?

With respect to said channels, social media platforms have increasingly become a critical part of the online marketing and promotional strategy. Outlets such as Facebook and Twitter offer a customized footwear company a chance for free advertising that is at.....

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