ShoeBuy marketing, 1 year later.

fergie pumps

Shoes for my Fiance!

I like shoes. I like them a lot. Maybe a lot is a bit of an understatement. In fact, my fiancé and I have been told we have a shoe problem. Good thing we both have the problem or our marriage may not work out in the end; we’ll just need a big closet devoted to only shoes. Good thing we’re handy enough to build our own should our house prove insufficient.

Enough about my shoe problem. Ok, not really. With any good shoe problem, I buy a fair amount of my shoes online. Especially with today’s online shoe retailers offering free, two-way shipping, I can buy without fearing enormous shipping charges should they not fit. It’s just a simple exchange and I continue my way to footwear bliss.Shoebuy.com is one of the sites that I frequent a lot. They have a bunch of shoes most at decent prices. Plus they’re always running promotions for free shipping or up to 20% off, and their inventory is always changing. (pssst! For deals you can follow @shoebuy on twitter.)

I had this pair of shoes that my parents bought me back when I was a sophomore in high school. Probably my first real nice dress shoes. Shiny black leather, leather sole; pretty much everything you want in a comfortable, functional shoe. Anyway, after 10 years of wearing them, they were starting to fall apart, so I bought a new pair from shoebuy about a year and a half ago. Even though I bought the same size and style as the pair that was falling apart, they didn’t fit. Luckily for me, a cobbler was able to stretch them just enough!

So why am I telling you this story? Well, it has to do with marketing. A year after I purchased these amazing shoes, I got an email from shoebuy. It basically said, “It’s been a year since you purchased these shoes. We still have some in stock. Come back and purchase them again so that they’re new.”

Wow. Talk about marketing. A few things jumped into my mind when I read that email. First and foremost was, “Fantastic, they want me to spend more money.” Then other things starting popping into my mind:

  • Does this email hinge on the customer giving a good review? (I don’t think I reviewed this particular purchase…)
  • Do they just send this email out for every purchase of every shoe to every customer? (I haven’t gotten any other ones…)
  • Did I ask them at one point to notify me when my size came in? (That would mean I really like it, right?)
  • What if I were to leave a terrible review, would I still get this email telling me that I should buy another pair?

And from a marketing/ROI perspective, I wondered what the percentage of sales were related directly to this type of email marketing. It must work or they wouldn’t do it, right?

What are your thoughts? Would you like to get an email like this after a purchase, or is it completely overkill? Personally, I thought 1 year reminder to buy the same shoes is a little premature, but I take reasonable care of my shoes.
Notes:
does it hinge on a customer giving a good review? do all customers get it? what if they hated the product?

About Jeff

Jeff is the Jelyco CTO and a developer. His passion lies in standards based coding and design with an emphasis on progressive enhancement. He's also a huge movie buff and enjoys spending time on his bikes in the summer and time in the wood shop in the winter.

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