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Digital marketing Final Project
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THE USER EXPERIENCE
Lior AgassiValeria DesertoAnurag JaiswalEinar JóhannessonShirley KleinmanRoberta NarikawaCarlo StimamiglioRuchita Vora
THE IDEA
Has anybody bought
shoes or apparel online?
THE IDEA
Who would be willing to buy shoes without trying them on?
Zappos SolutionFree Shipping both ways
365 day return policy
24/7 “best in the industry” customer service
THE BUSINESS MODEL
Costs
MarketingStrategy
CollaboratorsCustomers
Revenues“Happiness &
Delight”Fast, Easy, Friendly
Experience for Users
Goods SoldInventoryShippingReturns
Apparel & Footwear Brands, Delivery
Companies
Any Gender, Young & Tech Savvy
Sales of Shoes, Apparel, House wares
PURCHASE PROCESS
Search on
Search on
Zappos.com
Purchase
Receipt of
goods
Feedback
Excellent Customer Support
Return PolicyFree Shipping
SecurePayment
CategorizationAppealing Website
SEO/SEM
User Purchase Process
Zappos’ focus to enhance this experience
USER EXPERIENCE
Branding Usability
Functionality Content
BRANDINGAesthetics and desired projection of the organizational image and message
Brand visibility
Visual impact of the site
Delivery of the brand-promise
USABILITYProcesses, applications and interactivity
Categorization
Personalization
Live Help
USABILITY
USABILITY
Thematic Shopping
FUNCTIONALITY
Ease of use, navigation and accessibility
Search with predictive text
Custom Search
CONTENT
Content of the site (text, multimedia, images) and information architechture
Link density
Product Attributes
Availability
User reviews
Price
Predictive Suggestions
CONTENT
Multimedia and Graphics
CONTENT
Crowdsourced Tags
Customer Reviews
CONTENT
• 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
http://www.youtube.com/user/zappos#p/a/u/0/wmjw1lbZ2RM
BEST PRACTICES
Presence in social media
BEST PRACTICESBEST PRACTICES
Facebook app Blogs and communities
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
BEST PRACTICES
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
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 funhttp://www.youtube.com/watch?v=IjUoexLNTvc
BEST PRACTICES
COMPETITORSLIFE AT ZAPPOS
COMPETITORS
FASHION ONLINE
RETAILERS
ONLINE SALE OF ZAPPOS’
BRANDSE-COMMERCE
WEBSITES
OTHER ONLINE SHOE
SELLERS
OTHER ONLINE CLOTHES/ ACCESS.
SELLERS
COMPETITORS
unique visitors
COMPETITORSCOMPETITORS
COMPETITORSCOMPETITORS
COMPETITORS
• Appealing websites• Collaborations (virtual dresses)• Fashion content to engage fashion conscious people
COMPETITORS
• Made to order• Customized products• Augmented reality
PAIN POINTS
Low Personalization, No Dynamism
Website too cluttered
Have to wait to try on
SOLUTIONS
VRM, User experience
ZN application
Walk through – 3D
Augmented Reality Feature – “Dress Me” app
THANK YOU FOR CALLING
ZAPPOS CUSTOMER
SERVICE….HOW HAS BEENYOUR
EXPERIENCE?