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Zappos -- Ana Brand Innovation Conference -- 04-17-08

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Tony Hsieh, CEO of Zappos, discusses how he co-founded LinkExchange and Venture Frogs before joining Zappos full time. He outlines Zappos' business model of fast and free shipping, returns, and customer service. Hsieh argues that to build a brand that matters, companies need a vision, focus on repeat customers through great product and service, transparency, and a strong company culture defined by core values.

Economy & FinanceBusiness
1 of 21
Building a Brand that Matters Tony Hsieh CEO ANA Brand Innovation Conference April 17, 2008 http://www.zappos.com
What led me to Zappos… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Zappos at a Glance ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer service value proposition in action… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Power of Repeat Customers & Word of Mouth
Customer Service in Action
Customer Service: What Customers First See ,[object Object],[object Object],[object Object],[object Object]
Customer Service: What Customers Experience ,[object Object],[object Object],[object Object],[object Object]
Customer Service: What We Do Internally ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
4 Things You Need to Build a Brand that Matters
THING #1 VISION “ Whatever you’re thinking, think bigger.” Does the vision of meaning? Chase the vision, not the money…
THING #2 REPEAT CUSTOMERS “ Great product, Great service, or Low Prices” (Choose and focus on 2 of the 3)
Repeat Customer Data for Zappos.com 1.29 2.53 51.0% March 2005 1.37 2.66 51.3% March 2006 1.05 2.36 44.6% March 2004 0.66 1.96 33.5% March 2003 0.47 1.74 27.0% March 2002 0.31 1.50 20.4% March 2001 % repeat customers multipled by avg # purchases avg # purchases by repeat customers over next 12 months % customers who buy again within next 12 months (repeat customers)
THING #3 TRANSPARENCY “ Be real, and you have nothing to fear.”
THING #4 CULTURE “ Committable Core Values”
Zappos Core Values ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Q&A ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object],Legal and Financial Disclaimer

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Zappos -- Ana Brand Innovation Conference -- 04-17-08

  • 1. Building a Brand that Matters Tony Hsieh CEO ANA Brand Innovation Conference April 17, 2008 http://www.zappos.com
  • 2.
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  • 5. Power of Repeat Customers & Word of Mouth
  • 7.
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  • 9.
  • 10.  
  • 11. 4 Things You Need to Build a Brand that Matters
  • 12. THING #1 VISION “ Whatever you’re thinking, think bigger.” Does the vision of 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 1.29 2.53 51.0% March 2005 1.37 2.66 51.3% March 2006 1.05 2.36 44.6% March 2004 0.66 1.96 33.5% March 2003 0.47 1.74 27.0% March 2002 0.31 1.50 20.4% March 2001 % repeat customers multipled by avg # purchases avg # purchases by repeat customers over next 12 months % customers who buy again within next 12 months (repeat customers)
  • 15. THING #3 TRANSPARENCY “ Be real, and you have nothing to fear.”
  • 16. THING #4 CULTURE “ Committable Core Values”
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  • 21.