The user experience at Zappos.com
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The document discusses Zappos' business model and user experience. It summarizes Zappos' strategy of focusing on customer service, usability, and branding to enhance the online shopping experience. Key aspects include free shipping and returns, 24/7 customer support, easy navigation and search tools on the website. Competitors include other online shoe and clothing retailers, while opportunities exist in personalization, customization and augmented reality features.
The user experience at Zappos.com
- 1. Lior Agassi Valeria Deserto Anurag Jaiswal Einar Jóhannesson Shirley Kleinman Roberta Narikawa Carlo Stimamiglio Ruchita Vora THE USER EXPERIENCE
- 2. THE IDEA Has anybody bought shoes or apparel online?
- 3. THE IDEA Who 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. THE BUSINESS MODEL Goods Sold Inventory Costs Shipping Returns Marketing “Happiness & Delight” Revenues Sales of Shoes, Fast, Strategy Easy, Friendly Apparel, House wares Experience for Users Apparel & Footwear Any Gender, Young & Customers Collaborators Brands, Delivery Tech Savvy Companies
- 5. PURCHASE PROCESS User Purchase Process Search on Search on Receipt of Purchase Feedback Google Zappos.com goods SEO/SE Categorization Secure Return Policy Excellent M Customer Appealing Website Payment Free Shipping Support Zappos’ focus to enhance this experience
- 6. USER EXPERIENCE Branding Usability Functionality Content
- 7. BRANDING Aesthetics and desired projection of the organizational image and message Brand visibility Delivery of the brand-promise Visual impact of the site
- 8. USABILITY Processes, applications and interactivity Live Help Categorization Personalization
- 9. USABILITY
- 10. USABILITY Thematic Shopping
- 11. FUNCTIONALITY Ease of use, navigation and accessibility Search with predictive text Custom Search
- 12. CONTENT Content of the site (text, multimedia, images) and information architechture Link density
- 13. CONTENT Predictive User reviews Suggestions Price Availability Product Attributes
- 14. CONTENT Multimedia and Graphics
- 15. CONTENT Crowdsourced Tags Customer Reviews
- 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. BEST PRACTICES BEST Presence in social PRACTICES media
- 18. BEST Facebook app PRACTICES Blogs and communities
- 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
- 21. 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
- 22. 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
- 24. COMPETITORS OTHER ONLINE SHOE SELLERS OTHER ONLINE FASHION CLOTHES/ ACCESS. ONLINE SELLERS RETAILERS ONLINE SALE E-COMMERCE OF ZAPPOS’ WEBSITES BRANDS
- 25. COMPETITORS unique visitors
- 28. COMPETITORS • Appealing websites • Collaborations (virtual dresses) • Fashion content to engage fashion conscious people
- 29. COMPETITORS • Made to order • Customized products • Augmented reality
- 30. PAIN POINTS Low Personalization, No Dynamism Website too cluttered Have to wait to try on
- 31. SOLUTIONS VRM, User experience ZN application Walk through – 3D Augmented Reality Feature – “Dress Me” app
- 32. THANK YOU FOR CALLING ZAPPOS CUSTOMER SERVICE…. HOW HAS BEEN YOUR EXPERIENCE?