Tony Hsieh, CEO of Zappos, discusses building a brand that matters. He outlines four key things needed: having a meaningful vision beyond just money, focusing on repeat customers through great service or low prices, being transparent, and having committable core values that form a positive culture. Zappos prioritizes customer service through fast shipping, returns, and customer support. This results in high repeat customer rates, with over half of customers purchasing again within a year and spending more on average.

1. Building a Brand that Matters Tony Hsieh CEO eBay DevCon June17, 2008 Follow me on twitter: http://twitter.com/zappos

5. Power of Repeat Customers & Word of Mouth

6. Customer Service in Action

11. 4 Things You Need to Build a Brand that Matters

12. THING #1 VISION “ Whatever you’re thinking, think bigger.” Does the vision have meaning? Chase the vision, not the money…

13. THING #2 REPEAT CUSTOMERS “ Great product, Great service, or Low Prices” (Choose and focus on 2 of the 3)

14. Repeat Customer Data for Zappos.com % customers who buy again within next 12 months (repeat customers) avg # purchases by repeat customers over next 12 months % repeat customers multipled by avg # purchases March 2001 20.4% 1.50 0.31 March 2002 27.0% 1.74 0.47 March 2003 33.5% 1.96 0.66 March 2004 44.6% 2.36 1.05 March 2005 51.0% 2.53 1.29 March 2006 52.5% 2.60 1.37 March 2007 54.9% 2.68 1.47

15. THING #3 TRANSPARENCY “ Be real, and you have nothing to fear.”

16. THING #4 CULTURE “ Committable Core Values”