ShoeDazzle had a great thing going with its shoes-as-a-subscription service, and then it decided to switch business models. Now it's flailing, and people are pointing fingers at new CEO Bill Strauss, but it's not quite that simple.
Fascinating read here about the violation of the first law of e-commerce. When something, no matter how strange, is working you stay with it, you double down. ShowDazzle's subscription service, something that was wrapped in gamifcation, made the service fun, engaging and special. Now, without the subscription service, not so much. Now they are just like any other online shoe seller because they violated the first law of ecomm - DO NO HARM.