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Increase Satisfaction by Eliminating Middlemen? – 12/9/12

KURU Footwear Increases Customer Satisfaction Through a Pure-play, Web-driven Model

Increase Satisfaction by Eliminating Middlemen?By cutting out the middleman found in more traditional retail distribution models, KURU maintains has significantly improved customer satisfaction with their customers. The company, a web driven footwear brand that only sells through their website, has allowed the nascent brand to offer a significantly improved customer experience.

Salt Lake City, UT (PRWEB) December 03, 2012

KURU Footwear – a pure-play, web shoe brand – announces with it’s Q3 and Q4 numbers, higher customer satisfaction and a lower return rate than ever in it’s fourth year of business. It credits this reduced customer dissatisfaction to its unique B2C strategy. Unlike other shoe brands that sell primarily through bricks-and-mortar channels, KURU sells exclusively online. In so doing, the company has leveraged its direct to consumer model to remove the pitfalls of cross-channel shopping.

Cross-channel shopping occurs when a consumer researches a product online and then goes to a brick-and-mortar store to purchase. With the abundance of information available online for nearly any product, cross-channel shopping, along with showrooming, has become increasingly common.

Recent studies have discovered that less than two-thirds of customers purchasing footwear through cross-channel shopping are satisfied with the product. Customer dissatisfaction resulted from missing inventory information, inconsistent prices, and difficulty finding the desired product in a physical store.

When KURU launched a few years ago, the company sought to eliminate these problems. In so doing, they committed to focusing exclusively on one distribution channel, the web. This strategy has become the surest way for the company to create superior customer experiences.

“When you go to a brick-and-mortar store, you never know what you are going to find,” said Bret Rasmussen, KURU President and CEO. “It’s difficult to know if you are getting the best price, if the shoe you’ve chosen is the what you need, or if you can find a better selection elsewhere. At KURU, we have removed all those questions from the shopping process. When you are on our website, you have the confidence that you are getting the best price, the broadest selection and the most accurate information because only one place in the world sells KURU, our website.”

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