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The user experience at Zappos.com

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Digital marketing Final Project

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The user experience at Zappos.com

  1. 1. Lior Agassi Valeria Deserto Anurag Jaiswal Einar Jóhannesson Shirley Kleinman Roberta Narikawa Carlo Stimamiglio Ruchita VoraTHE USER EXPERIENCE
  2. 2. THE IDEAHas anybodybought shoes or apparel online?
  3. 3. THE IDEAWho 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. 4. THE BUSINESS MODEL Goods Sold Inventory Costs Shipping Returns Marketing “Happiness & Delight” Revenues Sales of Shoes, Fast, Strategy Easy, FriendlyApparel, House wares Experience for Users Apparel & Footwear Any Gender, Young & Customers Collaborators Brands, Delivery Tech Savvy Companies
  5. 5. PURCHASE PROCESS User Purchase Process Search on Search on Receipt of Purchase Feedback Google Zappos.com goodsSEO/SE Categorization Secure Return Policy Excellent M Customer Appealing Website Payment Free Shipping Support Zappos’ focus to enhance this experience
  6. 6. USER EXPERIENCE Branding UsabilityFunctionality Content
  7. 7. BRANDING Aesthetics and desired projection of the organizational image and messageBrand visibility Delivery of the brand-promise Visual impact of the site
  8. 8. USABILITYProcesses, applications and interactivity Live Help Categorization Personalization
  9. 9. USABILITY
  10. 10. USABILITY Thematic Shopping
  11. 11. FUNCTIONALITYEase of use, navigation and accessibility Search with predictive text Custom Search
  12. 12. CONTENTContent of the site (text, multimedia, images) and information architechture Link density
  13. 13. CONTENT PredictiveUser reviews Suggestions Price Availability Product Attributes
  14. 14. CONTENT Multimedia and Graphics
  15. 15. CONTENT Crowdsourced Tags Customer Reviews
  16. 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. 17. BEST PRACTICES BESTPresence in social PRACTICES media
  18. 18. BESTFacebook app PRACTICES Blogs and communities
  19. 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. 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. 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. 22. COMPETITORS OTHER ONLINE SHOE SELLERS OTHER ONLINE FASHIONCLOTHES/ ACCESS. ONLINE SELLERS RETAILERS ONLINE SALE E-COMMERCE OF ZAPPOS’ WEBSITES BRANDS
  23. 23. COMPETITORS unique visitors
  24. 24. COMPETITORS COMPETITORS
  25. 25. COMPETITORS COMPETITORS
  26. 26. COMPETITORS• Appealing websites• Collaborations (virtual dresses)• Fashion content to engage fashion conscious people
  27. 27. COMPETITORS • Made to order • Customized products • Augmented reality
  28. 28. PAIN POINTSLow Personalization, No DynamismWebsite too clutteredHave to wait to try on
  29. 29. SOLUTIONSVRM, User experience ZN application Walk through – 3DAugmented Reality Feature – “Dress Me” app
  30. 30. THANK YOU FOR CALLINGZAPPOS CUSTOMERSERVICE….HOW HAS BEENYOUR EXPERIENCE?

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