the rise of customization @ drs, 1/28/15
TRANSCRIPT
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TODAY
OMNI-CHANNEL
ATTRIBUTION
DATA PERSONALIZATION
CUSTOMIZATION
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BOW & DRAPE“Customized clothes for the millennial
generation”
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https://www.youtube.com/watch?v=CJMsFGH4eoQ
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By 2020, 15% of all clothing
will be customized for fit,
color and style
MIT + HARVARD SAID IT…
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SO WHAT HAPPENED?
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GREAT UX IS HARD
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PRICING IS HARDER
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SO WHY EVEN TRY?
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“BEING” v. “HAVING”
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GET INVOLVED
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GET INVOLVED: PUN_ISHERS
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FASTER THAN FAST FASHION
• Build-A-Bear for clothing, where
shoppers customize their own product
and Bow & Drape “instantly delivers” in
store in <60 minutes
• Faster than fast fashion…. Instant
fashion
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PROOF IS IN THE PUDDING
78%
76%
75%
75%
69%
NPS
NPS:
75%
RETURN
S
< 5%
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TAKEAWAYS
• Custom experiences are hard to build
• But they’re worth their weight in
• Get them right, by allowing customers to
become a part of your product’s story