Questions & Answers
Jake Kassan had a vision when he and his business partner, Kramer LaPlante, decided to found MVMT in 2013. He was into high-end mens watches, but scoffed at the idea of spending $300 or more on watches at luxury stores. Recognizing that direct-to-consumer models had already proved successful in other industries, Kassan sought to disrupt the luxury watch market. Launched via a $300,000 crowdfunding campaign, MVMT has flourished and has sold over 100,000 watches since its inception.
Consumers weren’t used to MVMT’s model. “Historically, our typical buyer would have to go to a retailer; he could check out a watch in a brick-and-mortar store and buy it there or online,” Kassan explained. Kassan knew he could chop the price by up to 75% if he sold direct-to-consumer online, but that meant nothing if shoppers didn’t trust his product. “MVMT targets fashion-oriented, adventure-seeking, social guys who don’t simply change buying habits based on a cheaper price.”
After he saw from crowdfunding how powerful the community voice could be, Kassan wanted to replicate that energy moving forward online. As MVMT launched, Kassan “did a full survey of reviews platforms and Yotpo was the leader in the space. It provided the best mechanism for people to do their homework when buying online.”
Q&A was one feature that caught Kassan’s eye. “It’s a way to get transparent answers from fellow customers.” Because his shoppers couldn’t see and feel a product, they needed a way to get trustworthy answers from people who had.
“Now we have over 5,000 five-star reviews,” Kassan proudly exclaimed. “Our shoppers can get a ton of information quickly” when they’re making purchasing decisions.
Kassan attributes this huge amount of reviews to Yotpo’s ease of use. “The in-mail review form makes leaving feedback really easy,” Kassan said. And even more, “it’s important that our customers have a really great purchasing experience, and Yotpo’s simplicity ensures that.”
In his 2 and a half years of entrepreneurship, Kassan has recognized that “leveraging your community, in whichever way you can, is key.” With MVMT, this started with crowdfunding and carried through to getting customers to write reviews and answer questions.
“Getting people truly involved with your brand is the most valuable thing you can do. You don’t just want customers, you want supporters, members and advocates; people who feel like they are a part of something and will stick with you and spread the word.”
It’s important that our customers have a really great purchasing experience, and Yotpo’s simplicity ensures that.
- Jake Kassan, CEO of MVMT Watches