Prefies (portmanteau of product and selfies) is based on the observation that the financial crisis has changed consumer behavior. While 15% of post-crisis shoppers believe an advertiser, 70% trust the experience of other consumers. During the holidays, 70% of shoppers research a product with their smartphones while in a store. Prefies then is a showroom where each item, a prefie, is created entirely by a consumer: You take a selfie of a product, write your experience with the product, add a star rating. Later, when shoppers search, they get a list of prefies to inform their buying decision.