The Zappos User Experience
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Prepared by the students of Digital Marketing at the MBA program of IE Business School, this presentation analyzes the user experience of Zappos.com along four dimensions - branding, usability, functionality, and content. The presentation also compares Zappos with its nearest competitors and identifies the gaps and the measures to fill those gaps in terms of digital user experience.
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The Zappos User Experience
- 1. Anurag Jaiswal Carlo Stimamiglio Einar Jóhannesson Lior Agassi Roberta Narikawa Ruchita Vora Shirley Kleinman Valeria Deserto THE USER EXPERIENCE
- 2. THE IDEA Has anybody bought shoes or apparel online?
- 3. THE IDEA Who would be willing to buy shoes without trying them on? Zappos Solution Free Shipping both ways 365 day return policy 24/7 “best in the industry” customer service
- 4. THE BUSINESS MODEL Goods Sold Inventory Costs Shipping Returns Sales of Marketing “Happiness & Delight” Revenues Shoes, Apparel, House Fast, Strategy Easy, Friendly wares Experience for Users Apparel & Footwear Any Gender, Young & Customers Collaborators Brands, Delivery Tech Savvy Companies
- 5. PURCHASE PROCESS User Purchase Process Search on Search on Receipt of Purchase Feedback Google Zappos.com goods SEO/SE Categorization Secure Return Policy Excellent M Customer Appealing Website Payment Free Shipping Support Zappos’ focus to enhance this experience
- 6. USER EXPERIENCE Branding Usability Functionality Content
- 7. BRANDING Aesthetics and desired projection of the organizational image and message Brand visibility Delivery of the brand-promise Visual impact of the site
- 8. USABILITY Processes, applications and interactivity Live Help Categorization Personalization
- 9. USABILITY
- 10. USABILITY Thematic Shopping
- 11. FUNCTIONALITY Ease of use, navigation and accessibility Search with predictive text Custom Search 0/5
- 12. CONTENT Content of the site (text, multimedia, images) and information architechture Link density
- 13. CONTENT Predictive User reviews Suggestions Price Availability Product Attributes
- 14. CONTENT Multimedia and Graphics
- 15. CONTENT Crowdsourced Tags Customer Reviews
- 16. BEST • PRACTICES Great SEO/SEM strategy which boosts visibility • Great use of digital marketing tools , great user engagement! – Zappo’s channel in YouTube Zappo’s for Android and iOS devices
- 17. BEST PRACTICES BEST Presence in social PRACTICES media
- 18. BEST Facebook app PRACTICES Blogs and communities
- 19. BEST PRACTICES • GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock • RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
- 20. BEST PRACTICES • GREAT CUSTOMER SERVICE! 24/7 active call-center Great kindness (5 hours,57 secs the longest call) Support to customers in website navigation Suggestion of competitors when a product is out of stock • RELIABILITY/TRUST Great brand awareness Great refferrals! Clear policy Fast delivery: 365 overnight free shipping Free returns
- 21. BEST PRACTICES • HUMANIZATION OF ONLINE SHOPPING EXPERIENCE – Customers know people behind the website • product descriptions • ads • employees section on the website with pictures. – Free returns no questions for one year overcome the try, feel touch barrier – Opportunity for the customer to make a tour in the company – Gifts (flowers example) • GREAT COMPANY CULTURE – Family – Values – Work and fun http://www.youtube.com/watch?v=IjUoexLNTvc
- 22. LIFE AT COMPETITORS ZAPPOS
- 23. COMPETITORS OTHER ONLINE SHOE SELLERS OTHER ONLINE FASHION CLOTHES/ ACCESS. ONLINE SELLERS RETAILERS ONLINE SALE E-COMMERCE OF ZAPPOS’ WEBSITES BRANDS
- 24. COMPETITORS unique visitors
- 27. COMPETITORS • Appealing websites • Collaborations (virtual dresses) • Fashion content to engage fashion conscious people
- 28. COMPETITORS • Made to order • Customized products • Augmented reality
- 29. PAIN POINTS Low Personalization, No Dynamism Website too cluttered Have to wait to try on
- 30. SOLUTIONS VRM, User experience ZN application Walk through – 3D Augmented Reality Feature – “Dress Me” app
- 31. THANK YOU FOR CALLING ZAPPOS CUSTOMER SERVICE…. HOW HAS BEEN YOUR EXPERIENCE?