Distribution Channels

Online and Retail
- In store “pre-ordering” allows sales team to help with customization
Considerations
- Physical delivery
  - Can be delivered to home or local brick and mortar store
- Alignment with Target Audience
  - Many women shop for heels by trying on (size, how comfortable each material is) or searching online

Sales Strategy

Online Self-service: our website provides customers with handy design tools, size guide, a lot of customization options
- Highly scalable and easiest for the customer
- Time-saving
- Greater control and personalization
- Drawbacks include the difficulty of understanding how a shoe will feel while shopping online and more customer dissatisfaction in product
In-person Direct Sales: Sales team is trained to help customers customize and preorder their shoes in store. They can explain how the online customization portal works, so customers can continue online at home if they don’t finish in-store.
- Easier and more accessible for customers to understand product by talking to physical sales representative
- More customer support
- Drawback is that we must train current representatives to explain customization process
Retail Partnerships: Collaborate with established retailers to stock Good Walk in their stores, both physically and online
- Easiest way to gain a larger customer base for in-person shopping
- Wider distribution while cutting costs on advertising
- Potential exposure to new custom segments. This is good for both gaining new customers and product testing in new markets
- Drawback: Limited influence of how our product is presented or promoted

Channels:
- Word of mouth
- Physical Ads
  - Billboards
  - Storefronts
  - Magazines
- Digital advertising
  - Social media – influencer (lifestyle + professional) partnership, giveaway’s
  - Social media/google ads
  - Texts/Messages/Emails
- Promotions/Deals
  - First-time registration
  - Repeat customers
  - Referrals
Messaging:
- Perfect balance between comfort and style
- Don’t sacrifice your health for style
- Walk confidently and comfortably
- Finally, heels that understand your feet
Campaigns
- Pop-up events in large walking cities (NY, SF, Seattle)
- PR packages to influencers in corporate professions
- Clinics and social influencers (professional female)
Marketing budget & Timeline
- $1-2 million
- Ramp up physical marketing and popups over time
- Begin with cheaper low friction digital ads and social media strategies for conceptual clarity

Channels:
- FAQ on website: Return Policy , Pricing, Health Benefits
- Customer survey for feedback
- Educational content via website/email ads
Tools:
- In store salespeople help with design/customization
- Customer service line people are able to call and email
- Live chat on our website
- Online chatbot to forward customers to relevant website pages