Today customers want products and services when and where they want them. Not only is timing and delivery key, but customers want to design their own experiences. Customers want the comfort and ease of ordering things via the web, but they want the option to create something that is specific to their tastes.

That said, Shoes Of Prey, a website where you can order your own shoes, is becoming one of the hottest new trends. Partnered now with Nordstrom, Shoes Of Prey creates an in-store retail experience so customers can touch and feel the various fabrics and try on different looks, but the entire process is done via the web. It can be said the sharing economy has been so successful not just because of the diverse and authentic offerings, but also the ease with which you can order something on demand. Retail stores have complicated inventory processes. They can’t figure out a way to plan for variation in products or services. We’re used to on-demand software, we order books effortlessly on Amazon that are instantly downloaded to our device, but the idea of mass custom made products has yet to take off. People got very excited by the idea of 3d printers where you could print your own plastic figurine, chocolate or even custom limb—but this trend has slowed down. After all how many people have 3d printers in their homes? Not many.

Today Shoes Of Prey is limited to women’s shoes, however you can imagine how a company like Shoes of Prey would expand its on-demand services. Today the company that can bring the most tailored authentic products and experiences to the masses will win. These are the experiences today’s consumers seek. This week on the modern customer podcast we feature Jodi Fox Co-founder and Chief Evangelist at ShoesOfPrey.com - the world's first website where women can design their own shoes.

Started just 4 years ago, Shoes of Prey broke even at 2 months, hit multi-million dollar revenue in under 2 years and today is a global multi-million dollar enterprise. She’s also co-founder of SneakingDuck.com - an online optical fashion store focused on the Australian market.

Jodie's creativity and passion is directed into guiding both companies product and communications. She was Telstra's 2011 business woman of the year for private and corporate, one of the top 30 most influential women in Australian retail 2014, one of the top 10 Australian female entrepreneurs for 2014 and a finalist for the 2014 InStyle Audi Woman of Style awards.

She is a banking and finance lawyer by trade who explored the world of advertising before starting her own businesses.