1. Delivering Happiness
Alfred Lin – COO/CFO
alfred@zappos.com
Follow me on Twitter: twitter.com/zappos_alfred
Shopper Insights
July 15, 2009
Confidential

2. Confidential
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3. A Little About Me (Alfred)
My Background
– 1994-1995: Pizza business in college
– 1996-1998: LinkExchange (online advertising)
Sold to Microsoft for $265 million
– 1999: Venture Frogs, LLC (angel investment fund)
Invested in Tellme Networks & Zappos.com
– 2001-2005: Tellme Networks (ip telephony)
Sold to Microsoft for $800 million
– 2005-Today: Zappos.com
Confidential
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4. Zappos at a Glance
Corporate Background
– Founded in 1999
– 1300 employees (half in Las Vegas headquarters, half in Kentucky)
 #23 in FORTUNE MAGAZINE’s “100 Best Companies To Work For”
 Highest debut for a newcomer in 2009
– Zappos is “Powered by Service”
 Providing the best online shopping experience possible.
 Fast, Free Shipping. Free return shipping. 365-day return policy.
 Fast fulfillment. Expedited delivery. Fast, friendly & expert customer service.
– Best selection
 Over 1,000 brands, over 200,000 styles, over 900,000 unique UPCs.
 4 million items in warehouse
 100% of products inventoried (no drop ship).
– Zappos is a service company that happens to sell clothing, shoes, handbags,
eyewear, watches (and eventually a bunch of other stuff).
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5. Recent Recognition: Nice to have but we pay more
attention to our customers.
• TV Stories
– Oprah (2008/2009)
– ABC Nightline (2008)
– 60 Minutes (2007)
• Fortune “100 Best Companies to Work For”
– #23 (2009) – Highest ranking newcomer to list
• Fast Company “50 Most Innovative Companies”
– #20 (2009)
• BusinessWeek Top 25 “Customer Service Champs”
– #7 (2009)
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6. Customer service value proposition in action…
Zappos is committed to WOWing every customer.
– Customers come…
• Over 10 million total purchasing customers
• Over 4 million have purchased in the last 12 months
– Customers come back…
• On any given day, about 75% of purchases from returning customers
• Repeat customers order >2.5x in the next 12 months
– Customers come back, order more and order more often…
• Repeat customers have higher average order size
• $123.86 – first time customers in Q407
• $156.27 – returning customer in Q407
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7. Power of repeat customers and word of mouth...
$1,000
$800
$600
$400
M
G
o
$
e
a
S
s
r
l
'
$200
$0
2000 2001 2002 2003 2004 2005 2006 2007 2008
Gross Sales 1.6 8.6 32 70 184 370 597 841 1014
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8. Customer Service: Establishing a personal
emotional connection with the customer
See Experience Feel
What customers first see on What customers experience What we do to establish a
Zappos web site? after their order? personal emotional
connection?
• Great selection • Fast, Accurate Fulfillment • Manage Call Center Differently
• No call times
• Easy to navigate web site • Most customers are “surprise”- • No sales-based performance
upgraded to overnight shipping goals for reps
• 24/7 800 # on every page • Manage Fulfillment Differently
• Friendly, helpful “above and • Run warehouse 24/7
• Free shipping beyond” customer service • Inventory all product (no drop-
ship)
• Free return shipping • Occasionally direct customers to • Manage Culture Differently
competitors’ web sites • Interviews and performance
• 365-day return policy reviews are 50% based on core
values and culture fit
• 5 weeks of culture, customer
service, and warehouse training
for everyone in Las Vegas
• Offer $2,000 for trainees to quit
• Culture book
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9. Confidential
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10. 2009 is about Owning the 3 C’s:
Clothing, Customer Service, Culture
Culture
Customer Service
Clothing
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11. Clothing
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12. Customer Service
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13. Culture
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14. 2009 is about Owning the 3 C’s:
Clothing, Customer Service, Culture
Culture
Customer Service
Clothing
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15. Delivering
Happiness
(customers and employees)
“People may not remember exactly what
you did or what you said, but they will
always remember how you made them
feel.”
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16. CULTURE
“Committable Core Values”
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17. Zappos Core Values
1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
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18. “That’s great for
Zappos but it would
never work at my
company…”
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19. It doesn’t matter what your
core values are…as long as
you commit to them.
ALIGNMENT
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20. 7 Steps For Building
A Brand That Matters
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21. Step #1
DECIDE
if you’re trying to build a long term sustainable brand
Requires more patience with revenues & profits
in order to lay the foundation
Decide sooner rather than later
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22. Step #2
FIGURE OUT
VALUES &
CULTURE
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23. VALUES & CULTURE
Figure out values & culture sooner rather than later
• What are your PERSONAL core values?
• What are the COMPANY’s core values?
• Start EARLY.
• It is surprisingly HARDER than you think.
• It doesn’t MATTER what the values are.
• The most important thing is ALIGNMENT.
• …LIVE the BRAND.
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24. Step #3
COMMIT TO
TRANSPARENCY
“Be real and you have nothing to fear”
Your culture is your brand
Don’t try to be someone you are not
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25. Zappos commitment to transparency:
– twitter.zappos.com
– “Ask Anything” newsletter
– Extranet for vendors
– Tours & reporter visits
– ZapposInsights.com
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26. Step #4
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…
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27. VISION
“Don’t chase the paper,
chase the dream.”
Sean Combs aka “Puff Daddy” to rapper
Biggie Smalls aka “Notorious B.I.G.”
in Notorious
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28. ENTREPRENEURS:
“What would you be
passionate about doing
for 10 years even if you
never made a dime?”
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29. EMPLOYEES:
What’s the larger vision
and greater purpose in
their work beyond
money or profits?
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30. VISION
MOTIVATION
vs.
INSPIRATION
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31. Evolution of Zappos Brand / Vision
– 1999 Selection
“The World’s Largest Shoe Store”
– 2003 Service & Selection
Stopped drop shipping forgoing 25% of sales at the time
– 2005 Culture & Core Values as a platform
“Zappos is a service company that just happens to sell shoes...”
– 2007 Personal Emotional Connection
“Powered by Service”
– 2009 Delivering Happiness
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32. Step #5
BUILD
RELATIONSHIPS
(not networking)
Be INTERESTED rather than trying to be INTERESTING
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33. Step #6
BUILD YOUR
TEAM
“If you want to go quickly, go alone.
If you want to go far, go together.”
(Al Gore quoting African proverb)
Hire slowly / Fire quickly
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34. Great companies have all 3 elements…
Visionary
Artist Scientist
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35. Step #7
THINK LONG
TERM
Repeat customers
Customer service
There is no “get rich quick” formula
“Overnight” successes are years in the making
(both personally and in business)
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36. TAKE A STEP BACK
What is your goal in life?
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37. WHAT IS YOUR GOAL IN LIFE?
Grow Get a Great Boyfriend/
Company Be Healthy
Job Girlfriend
why? why? why? why?
Retire Early Find Soul
Make Money Run Faster
Mate
why? why? why? why?
Spend Time Run A
Buy A Home Get Married
w/ Family Marathon
why? why? why? why?
HAPPINESS
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38. RESEARCH HAS SHOWN:
HAPPINESS
People are very bad at predicting what
will bring them sustained happiness.
“When I get ___, I will be happy.”
“When I achieve ___, I will be happy.”
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39. HAPPINESS:
• There is a SCIENCE behind many aspects of business
including:
– conversion
– psychology of buying
– direct marketing
– customer acquisition metrics
– repeat customer behavior, etc.
• What if you spent just 10% of your time studying and
learning the SCIENCE of HAPPINIESS?
• How much HAPPIER could you be?
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40. WHAT IS YOUR GOAL IN LIFE?
Grow Get a Great Boyfriend /
Company Be Healthy
Job Girlfriend
why? why? why? why?
Retire Early Find Soul
Make Money Run Faster
Mate
why? why? why? why?
Spend Time Run A
Buy A Home Get Married
w/ Family Marathon
why? why? why? why?
HAPPINESS
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41. A Few Frameworks On
HAPPINESS
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42. A Few Different Frameworks of
HAPPINESS:
Perceived Control
Perceived Progress
Connectedness
Vision / Meaning
(Being part of something bigger than yourself)
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43. Maslow’s Hierarchy:
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44. HAPPINESS = PLEASURE + MEANING
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45. 3 TYPES OF HAPPINESS
Rock Star
(Pleasure – chasing the next high) time
Flow
(Engagement – time flies) time
Meaning /Higher Purpose
(Being part of something bigger than yourself)
time
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46. RECOMMENDED BOOKS:
PEAK
Chip Conley
TRIBAL LEADERSHIP
Dave Logan, John King & Halee Fischer-Wright
FOUR HOUR WORK WEEK
Tim Ferriss
HAPPINESS HYPOTHESIS
Jonathan Haidt
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47. What % of your time do you want
to spend learning about the
SCIENCE of HAPPINESS?
How can the SCIENCE of
HAPPINESS help Zappos and
yourself personally?
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48. If the research shows that
vision / meaning / higher purpose
leads to happiness…
What is your company’s higher purpose?
What is your higher purpose?
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49. THANK YOU
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50. Put a little Zappos in your day…
…to contact me or get a tour…
– Email alfred@zappos.com for:
• A copy of this presentation
• Copies of our culture book
(need physical mailing address)
– Email tours@zappos.com for:
• Tour of our offices when you’re next in Las Vegas
(takes about 45-60 minutes and best Monday thru Thursday)
• We’ll pick you up from the airport or your hotel in a Zappos Shuttle!
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51. Delivering Happiness
Confidential

52. Legal and Financial Disclaimer
P.S. You might be wondering why we need to have a legal and financial disclaimer in this presentation, but you are still
reading, so our lawyers, auditors and accountants would really like to make sure we make the following clarifications.
Although an audit was underway and almost done, the financial information presented in this slide show was unaudited. We
made every effort to present the best information we had at the time.
Gross merchandise sales is a non-GAAP metric. We use it to express the total demand across all of our web sites and stores.
This number measures the dollar value of the orders placed in the year before accruing for certain items such as returns, and
it ignores certain timing cut-offs that are required by GAAP for revenue recognition purposes. If we were a public company,
we would have to reconcile gross merchandise sales to the nearest GAAP metric (net sales), but we are currently a private
company so the gross merchandise sales number should be viewed just as an interesting number that we want to share with
our friends.
This presentation contains forward-looking statements that involve risks and uncertainties, as well as assumptions that, if
they ever materialize or prove incorrect, could cause our results to differ materially from those expressed or implied by the
forward-looking statements and assumptions. These risks and uncertainties include, but are not limited to, the risk of
economic slowdown, the risk of over or underbuying, the risk of consumers not shopping online or at our web site at the rate
we expected, the risk of supplier shortages, the risk of new or growing competition, the risk of a natural or some other type
of disaster affecting our fulfillment operations or web servers, and the risk of the world generally coming to an end. All
statements other than statements of historical fact are statements that could be deemed forward-looking statements,
including statements of expectation or belief; and any statement of assumptions underlying any of the foregoing.
Zappos.com assumes no obligation and does not intend to update these forward-looking statements.
Congratulations on making it through all the fine print. If you enjoy fine print, look for openings on our legal and finance
team at jobs.zappos.com.
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53. Confidential