Covet Shoes: One Month After Launch

April Davis By April Davis | 30 Jan 2019

It’s been a little over a month since Jennifer Christodoulou launched her new online store, Covet Shoes. So far, she says she’s been overwhelmed with the response she’s received.

Covet Shoes first hit the Australian e-commerce scene on Monday, December 10, with an exclusive online preview of the store and its offerings to customers who subscribed prior to launch.

Covet Shoes represents everything I’ve learned over my many years in the shoe industry. It’s a brand for girls who want fashionable and wearable shoes at an affordable price. I want our girls to be able to confidently walk around in their heels all day and night and I want them to love every pair because they find they go with everything,” she told Power Retail prior to her brand’s launch.

One month post-launch, we caught up with Christodoulou again to see whether the launch of Covet Shoes has met her original expectations.

Covet Shoes hit the market just in time for Christmas in 2018.

On December 10 the site went live but only users with a password could access the store’s content. To get the password, shoppers had to subscribe to the businesses email updates prior to launch. While Christodoulou hasn’t revealed how many subscribers she had by the time the store went live, she has said that “traffic to the site on launch day was incredible”.

“It was clear subscribers were waiting with anticipation,” she says. “It was rewarding to see.”

Christodoulou is also confident that that encouraging customers to become VIP shoppers at such an early stage has improved the quality of the customers that are shopping on the site. “I’m already starting to see our shoppers engaging with our brand on multiple platforms,” she explains.

One day after launch, Covet Shoes took down the password block and gave all shoppers access to the new online store. Since then, Christodoulou says the level of traffic the site is receiving has remained constant, but the real highlight of the business’s progress so far has been the response the brand has received from customers.

“The highlight so far is the positivity. The enthusiasm shown for the brand, the shoes, the website, everything – it’s been so humbling. To have customers tell me they’ve been looking for something for months and finally found it at Covet Shoes is definitely the type of feedback I love to receive,” she says.

Moving forward, the main focus for Covet Shoes is building and maintaining trust. “I believe honest customer reviews will continue to help build integrity for the brand, and in turn, awareness for Covet Shoes.

“I was very happy with the launch – I wouldn’t change a thing. The strategy we employed helped to establish the brand penetration I’m trying to achieve.”

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