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Super short talk (10 minutes + 5 minutes Q&A) about mobile e-commerce learnings and strategy at Zappos.
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Zappos: Learnings in Mobile
eCommerce
London, England October 2nd, 2012
• Founded 1999 • Best Service Possible • Free Shipping Both Ways • 365 Day Return Policy • 2009 acquired by Amazon
• Customer Service Focus • 4 week Call Center training • Holiday Helper
Tony Hsieh, CEO
Fred Mossler
• Experienced • Connected • Empowered
Mobile Team (7 months ago)
Alex Nolan Matt
Current team
Highly Rated apps
“On the Go”
“Lean Forward” “Lean Back”
What we’ve seen in Mobile at Zappos
There are always shiny things. A company shouldn’t get addicted to being shiny, because shiny doesn’t last. You really want something that’s much deeper-keeled. You want your customers to value your service.
- Jeff Bezos, CEO Amazon.com
Roadmaps
Search/Browse
Product Presentation
Core shopping path “greasing”
Checkout
“Top of Mind”
Frequent releases
Badges
Push Notifications
Fun and Easter Eggs
Android Tablet Support
Current Roadmap
More checkout optimizations
Current Roadmap
Reciprocate the customer's loyalty by recognizing them with personalized content, rewards and special features.
More Recommendations/ Personalization
• Mobile Web vs. App?
• HTML5 capabilities vs. native functionality
• Do you need an app if you have mobile web?
My most commonly asked question
Paid Traffic
Organic Traffic
Exposure/ Acquisition
Loyalty/ Retention
Less brand loyal, easier switching less personalized
High loyalty, focused experience
APPS
Mobile Web
We need both
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