Personalization, direct to consumer selling and push marketing are combining to deliver a powerful new online marketplace.
According to The New York Times, a new breed of e-commerce sites — Send the Trend, ShoeDazzle, JustFabulous, Sole Society and JewelMint — present subscribers with a limited but customized selection of jewelry, shoes and accessories each month all based on the results of an initial style quiz that members take when they sign up.
“The first generation of e-commerce was about taking care of your chores — that’s Amazon,” said Jeremy Liew, managing director at Lightspeed Venture Partners, an investor in ShoeDazzle. “This is about making shopping fun again.”
Emily McNish, a 24 year-old in Los Angeles, pays $29.95 a month for JewelMint. “It’s sort of like being part of a secret club.”