SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
Analysis regarding three issues (Website, Audience, and Media) and two recommendations (Improved Website and Blogger Partnership) that will drive traffic to Zappos.com.
Analysis regarding three issues (Website, Audience, and Media) and two recommendations (Improved Website and Blogger Partnership) that will drive traffic to Zappos.com.
7.
SWOT ANALYSIS
Zappos
●
A wider selection of products
compared to in-person stores
●
24 million Zappos accounts were
hacked
●
Can move beyond retail in other
customer service related
business
●
365 day return policy can affect
cost and is not green friendly
●
Low wages
●
Increasing trend of shopping
online
Chi Pledge Class
8.
SWOT ANALYSIS
Nordstrom
●
Disposable income in increasing
of the customers
●
Reducing sales may dilute brand
equity
●
Tapping the international market
especially emerging economies
●
Emotional connect with customer
may decline
●
Acquisition of smaller retail
chains
Chi Pledge Class
9.
SWOT ANALYSIS
Amazon
●
●
More releases of Amazon
products and services
Possibilities of entering other
countries
●
Tax avoidance issues
●
Online security
●
Regional lower cost online
retailers showed up
Chi Pledge Class
10.
SWOT ANALYSIS
NastyGal
●
Can grow into actual stores
●
Could go public
●
Urban Outfitters may acquire
Nasty Gal
●
Large pool of competitors
●
Change in customer
style/taste/trends
Chi Pledge Class
11.
COMPETITOR ANALYSIS
Scoring
Rule
“Weak”
“Strong”
Chi Pledge Class
12.
KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
Chi Pledge Class
13.
KEY ISSUES
NastyGal
Amazon
Zappos
Cluttered Website | Categories
Chi Pledge Class
14.
KEY ISSUES
Cluttered Website | Filter Options
Zappos
Amazon
NastyGal
Chi Pledge Class
15.
KEY ISSUES
Cluttered Website | Size chart
Zappos
Nordstrom
Chi Pledge Class
16.
KEY ISSUES
Cluttered Website | Checkout
Nordstrom
Zappos
Required account
Chi Pledge Class
17.
KEY ISSUES
Cluttered Website | Checkout
NastyGal
Zappos
Can’t Edit Preferences
Chi Pledge Class
18.
KEY ISSUES
Cluttered Website | Overview
A cluttered website = critical problems because...
- intimidating number of categories
- hard to follow format
- limited options for customers to change their minds
It drives customers away from using the website!
Chi Pledge Class
19.
SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
Chi Pledge Class
20.
SOLUTIONS
Unclutter and improve the website | Homepage
Original
Mockup
Chi Pledge Class
21.
SOLUTIONS
Unclutter and improve the website | Checkout
Original
Mockup
1
1
2
2
6
3
4
3
5
4
5
Chi Pledge Class
22.
SOLUTIONS
Unclutter and improve the website | Overview
Zappos‟ website could really benefit from…
- More visuals
- Condensing of available categories
- Making filters and sizing easy to find and easier to navigate
- Having an option to checkout as a guest
- Giving customers option to edit their cart
Chi Pledge Class
23.
KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
Chi Pledge Class
24.
KEY ISSUES
Target Audience
Zappos has over 1,500 brands
Aspiring Entrepreneurs of America
25.
KEY ISSUES
Broad Target Audience
Chi Pledge Class
26.
KEY ISSUES
Broad Target Audience
Nasty Gal
Chi Pledge Class
27.
KEY ISSUES
Broad Target Audience
Nordstrom
Chi Pledge Class
28.
KEY ISSUES
Too Broad Target Audience
Having too broad of a target audience is a problem
because...
- Overwhelming customers
- Loses individuality of being an online shoe retailer
- It is difficult to acquire specific audiences
Chi Pledge Class
29.
SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
Chi Pledge Class
30.
SOLUTIONS
Blogger partnership
Market
Chi Pledge Class
31.
SOLUTIONS
Blogger partnership
“Happy Hunter”
25 - 49
years old
$75,000
Time >
Money
Chi Pledge Class
32.
KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
Chi Pledge Class
33.
KEY ISSUES
Lack of Social Media Presence
Chi Pledge Class
34.
KEY ISSUES
Lack of Social Media Presence
Chi Pledge Class
35.
KEY ISSUES
Lack of Social Media Presence
Chi Pledge Class
36.
KEY ISSUES
Lack of Social Media Presence
Chi Pledge Class
37.
KEY ISSUES
Lack of Social Media Presence
Lack of Social Media Presence is a problem
because...
-E-commerce needs strong online representation
-Missed low-cost opportunities
-Losing potential customers
Chi Pledge Class
38.
SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
Chi Pledge Class
39.
SOLUTIONS
Blogger partnership
Blogger partnership with specific
bloggers will create social media
presence and increase traffic
to the website!
Chi Pledge Class
40.
SOLUTIONS
Blogger partnership
So Zappos should…
- Sign contracts with bloggers to feature the website on their own
website
- Utilize social media platforms such as Facebook, Instagram,
Twitter, etc. by featuring certain partnered bloggers
Chi Pledge Class
41.
SOLUTIONS
Blogger partnership
[Self survey, N = 100]
Q) How many bloggers do you follow?
None : 22%
One or More 78%
:
Chi Pledge Class
42.
SOLUTIONS
Blogger partnership
[Self survey, N = 100, 10 being highest]
Q) How much influence would you say a
blogger has over your style choices?
Chi Pledge Class
43.
SOLUTIONS
Blogger partnership
“Well, I‟m so excited that H&M;„s new online store launched in the US
today! Now you can shop H&M; any time you want, wherever you are!
Also, I‟m honored to have been selected by H&M; as the West Coast
judge for their 50 States of Fashion campaign. You can enter the 50
States of Fashion contest by posting a photo of yourself in an H&M;
look to Instagram using the hashtag #HMshoponlineCA
(the last two letters should be the abbreviation of your state, so mine
is CA.) The grand prize winner will receive a $1,000 H&M; shopping
spree and trip to NYC during New York Fashion Week.”
Aimee Song
Chi Pledge Class
44.
SOLUTIONS
Blogger partnership
Aritzia’s personal magazine
helps generate website traffic
Chi Pledge Class
45.
SOLUTIONS
Blogger partnership
Nasty Gal
utilizes its
blogger
partnerships
to create buzz
on Instagram
Chi Pledge Class
46.
SOLUTIONS
Blogger partnership
LOFT
Chi Pledge Class
47.
SOLUTIONS
Blogger partnership
Chi Pledge Class
48.
SOLUTIONS
Blogger partnership
Chi Pledge Class
50.
SOLUTIONS
Blogger partnership | Implementation
Zappos can start by taking advantage of it‟s…..
Associates Program
New Customer - 18%
Repeat Customers - 8%
Chi Pledge Class
51.
SOLUTIONS
Blogger partnership | Implementation
Sea of Shoes
Cupcakes and Cashmere
Girl and
Closet Possible partners within Zappos’ target audience
Chi Pledge Class
52.
SOLUTIONS
Blogger partnership | Implementation
Atlantic-Pacific
The Chloe Conspiracy
Her Waise
Choice Possible partners within Zappos’ target audience
Chi Pledge Class
53.
SOLUTIONS
Blogger partnership | Implementation
Mock
Blogpost
Pants: Adidas
Shoes: Zappos
Hi guys! I just spent a day at the beach ATV-ing with
some family, and it was a blast! We all had to wear long
pants and jackets to cover basically all of our bodies.
One pop of color in my own ATV-ing outfit was my
shoes. I loved wearing these bright colors on my new
Nike Free Runs.
I am excited to announce the launch of Zappos‟ new
website! They‟ve totally redone the entire site, and
they‟ve actually made it more fun to browse their
selections. They carry so many brands that anyone will
be able to find what they‟re looking for. Also, a bonus
was the great customer service that they have! I had a
question about sizing and the return policy, and the
customer service rep was probably the nicest and
easiest I have ever talked to!
Make sure you visit Zappos for your next purchase!
Chi Pledge Class
54.
SOLUTIONS
Blogger partnership | Implementation
Mock
Instagram
posts
Chi Pledge Class
55.
SUMMARY
For these 3 issues...
Zappos can...
1. Cluttered website
1. Redesign the
website
2. Too broad of a target
audience
3. Lack of social media
presence
2. Create blogger
partnerships by
signing contracts
and utilizing the
associates
program
Chi Pledge Class
56.
Zappos is a steady growing
company with fantastic values
Website renovation and blogger
partnership will only enhance what
Zappos already has to offer!