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Prepare to be ShoeDazzled

The personalised experience offered by this etailer is bound to encourage other sites to tailor their offerings.

The personalised experience offered by this etailer is bound to encourage other sites to tailor their offerings.

The news that etailer ShoeDazzle is set to launch in the UK next month is sure to encourage other sites to give customers a more personalised experience.

The UK website ( will follow the same format as ShoeDazzle’s US site. When first landing on the site, users are asked a number of style questions. The site sells footwear and accessories, so questions are tailored to these. For example, which heel would you like to have? Or which shoe is the most ‘you’? Each question has three images below it and users click on the one that best represents their style.

The questions also have a celebrity focus, for instance asking which actress’s style a user most admires or aspires to.

Users are then offered a selection of product (every item will be priced at £39.95) but told that the personalised selection will not be ready for 24 hours. This means many users leave without making a purchase. But they are lured back: a follow-up email 24 hours later says their personal selection is ready, and offers 20% off the first purchase.

The site keeps users coming back: on joining, customers sign up to the monthly £39.95 subscription (which allows them to choose one pair of shoes or acccesory each month) and emails are sent every month reminding them their ‘showroom’ has been updated with new product and they have between the 1st and 5th of the month to decide whether to make a purchase or skip a month. By skipping a month, users do not pay that month’s fee. There is no limit on the number of months they can skip.

ShoeDazzle also has a points scheme, in which members earn points when they buy something or refer a friend.

The personal approach will appeal to customers; the US site has more than three million members and has had 1,200% growth in traffic in the past year.

While success in the UK will depend on the accuracy of the product selection sent to individuals, come September it will definitely be one to watch. 

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