Building a Brand that Matters

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Zappos Delivering Happiness
Jessica Hendricks May 19, 2014
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AGENDA
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COMPANY BACKGROUND

• Founded in 1999 by Nick Swinmurn
• Tony Hsieh originally served as an investor and
  advisor before joining Zappos as co-CEO
• ShoeSite.com ? Zappos.com
• 2003 Changed strategy
• 2004 Moved headquarters to Las Vegas
• 2010 Amazon acquires Zappos

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CUSTOMER-FOCUSED BUSINESS MODEL

• Developing Long-Term Customer Relationships
• Powered by Service
• Unique and Addicting Shopping Experience
• http//www.zappos.com/womens-heelsC8!/womens-he
  elsHJ
• Exceptional Customer Service
• Transparency
• Zappos Insights

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COMPANY VISION

• Provide the very best customer service
• Happy employees give great service
• 1999 Selection
• 2003 Customer service
• 2005 Culture and core values as a platform
• 2007 Personal Emotional Connection
• 2009 Delivering Happiness

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COMPANY CULTURE

• Culture is a movement
• Hiring and Training
• Benefits
• Work-Life Integration
• Work Environment
• https//www.youtube.com/watch?vQJy1slz4evk

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ZAPPOS CORE VALUES

• Deliver WOW Through Service
• Embrace and Drive Change
• Create Fun and a Little Weirdness
• Be Adventurous, Creative, and Open-Minded
• Pursue Growth and Learning
• Build Open and Honest Relationships With
  Communication
• Build a Positive Team and Family Spirit
• Do More with Less
• Be Passionate and Determined
• Be Humble

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EXCEPTIONAL CUSTOMER SERVICE

• People may not remember exactly what you did or
  what you said, but they will always remember how
  you made them feel.
• Connecting with Customers
• WOWing
• Accessibility

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LEVERAGING SOCIAL MEDIA
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AMAZON ACQUISITION

• Low prices
• Goal is to reduce customer service calls

• Does not compete on price
• Wants customers to call

Both want what is best for the customer
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LESSONS FROM ZAPPOS

• Does Your Customer Really Need You?
• How Connected is your Customer Base?
• Serve a Perfect Fit
• Make it Effortlessly Swift
• Step into the Personal
• Stretch
• Play to Win

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QUESTIONS

• What type of internet marketing strategy does
  Zappos prefer?
• Search Engine Optimization
• Search Engine Marketing
• Social Media Marketing
• All of the above.
• What type of business model is Zappos?
• B2B
• B2C
• C2B
• C2C
• 3. Zappos growth is mainly attributed to
• Customer Service
• Company Culture
• Employee Training/Development
• All of the above

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REFERENCES

• Hsieh, Tony. Zapposs CEO on Going to Extremes
  for Customers. Harvard Business Review.
  July-August 2010 lthttp//www.tmi.dk/files/pdf/HBR_
  -_Zappo.pdfgt
• Michelli, Joseph. 2011. Does your Customer Really
  Need You? Lessons from Zappos.
• Why I sold Zappos. Inc. Magazine. June1 2010
  lthttp//www.inc.com/welcome.html?destinationhttp
  //www.inc.com/magazine/20100601/why-i-sold-zappos.
  htmlgt
• Zappos Delivering Happiness to Stakeholders.
  Daniel Fund Ethics Initiative, University of New
  Mexico. 2012 lthttp//danielsethics.mgt.unm.edu/pd
  f/Zappos20Case.pdfgt
• Zappos Happiness in a Box. Stanford Graduate
  School of Business. August 23 2010, Case M-333