We live in an era where “big data” is more of a buzzword than a business tool, especially for a small or medium-sized team. Solving problems with data is a noble, if cumbersome, task and many teams just aren’t up for it.
The team at One Click Ventures, however, isn’t built like most teams.
As the founders of the online retailer, Randy and Angie Stocklin saw a problem. They were providing world-class eye wear to their customers, but their customers weren’t nearly as satisfied as Randy and Angie wanted. It was extremely difficult to ensure that customers were getting the exact right fit. They were providing a world-class product, but they weren’t providing a world-class experience.
Data to the rescue.
Introducing The felix + iris Brand
The problem that Randy and Angie were really observing is a lack of specificity. If I, a 20-something kid with great vision and impeccable sense of style, went to their product page, I’d see the exact same results that my sister, aunt, or mom would see. Sure, you can have customers self-select their product page based on a number of criteria, including gender and product type, but how can you get them to self-select their product page based on face shape or lifestyle?
felix + iris was introduced to solve this problem.
Their team built an online “Fit Profile.” This short quiz uses customer-specific data to create a customized online store for each individual user. So when I go to shop at felix + iris, I’d see a product page filled with glasses like this:
If Hunckler went to shop at felix + iris, however, he’d probably see a product page filled with glasses like this:
This is the future of E-Commerce. A lot of E-Commerce sites already use browsing, search, or social data to market, but few are customizing the entire customer view. This is a solution.
Using Data to Solve Customer Problems
This really fits under a general theme. How do you use data to solve customer problems? What can your startup learn from felix + iris? Here are a few tips on how any business can replicate this approach:
Collect a Lot of Data
You can’t know solve problems with data unless you’re willing to collect it first. Whether it’s a survey, buying patterns, website flow, or demographic data, make sure you’re collecting as much data as you can get your hands on. The more systematic the approach is, the better.
Take an Objective Look at Your Customer’s Process
Randy and Angie had a world-class product. A bad ownership team would stop there. Randy and Angie didn’t settle for this, however. For them, they wanted a world-class buying experience, and that can be much more difficult to achieve. Don’t get blinded by your own biases. Make sure you understand the weaknesses in your offerings inside and out.
Start Small if Necessary
Not everyone needs a customized web store for each individual customers. Don’t think that you need to build something great and extravagant on day one. Use the lean startup approach and build something with what you have, even if it isn’t Earth shattering.
This Sounds Interesting, I Want To Learn More!
What a coincidence, you’re in luck!
We’ve already announced our big September event with Connections. What we haven’t announced is our big October event and what makes it so special.
As a premier brand for fashion eye wear, felix + iris is going to be launching in New York City for Fashion Week, but after talking to Randy and Angie, they want to take that magic and bring it back home to Indy. This October, One Click Ventures is going to be rolling out felix + iris on the Verge stage and teaching the community about solving consumer problems with data. Between all the data nerds, fashionistas, and the awesome, secret downtown location this party is going to be bumping and you won’t want to miss it!
Mark your calendars for Wednesday, October 29th. More info to come.