Zappos ETail Europe - Top 10 Lessons Learned in eCommerce

Tony Hsieh Alfred Lin CEO COO/CFO Etail Europe Conference -- June 4, 2008

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]

Accolades for Zappos.com… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The popular press has taken note of Zappos’ commitment to WOW each and every customer.

But we pay more attention to our customers…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sample customer emails ,[object Object],[object Object],[object Object],[object Object],[object Object]

Word of mouth speaks louder than press clippings… 2000A 2001A 2002A 2003A 2004A 2005A 2006A 2007A 2008F Gross Sales $1.6 $8.6 $31.9 $70.1 $184.4 $370.4 $597.0 $840.0 $1,000 $0 $100 $200 $300 $400 $500 $600 $700 $800 $900 $1,000 Gross Sales ($ in Ms)

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]

LESSON #1 THE E-COMMERCE BUSINESS IS BUILT ON REPEAT CUSTOMERS.

Repeat Customer Data for Zappos.com % customers who buy again within next 12 months (repeat customers) avg # purchases by repeat customers over next 12 months % repeat customers multiplied by avg # purchases March 2001 20.4% 1.50 0.31 March 2002 27.0% 1.74 0.47 March 2003 33.5% 1.96 0.66 March 2004 44.6% 2.36 1.05 March 2005 51.0% 2.53 1.29 March 2006 51.3% 2.66 1.37 March 2007 54.9% 2.68 1.47

LESSON #2 WORD OF MOUTH REALLY WORKS ONLINE.

LESSON #3 DON'T COMPETE ON PRICE.

LESSON #4 MAKE SURE YOUR WEB SITE INVENTORY IS 100% ACCURATE.

LESSON #5 CENTRALLY LOCATE YOUR DISTRIBUTION.

LESSON #6 CUSTOMER SERVICE IS AN INVESTMENT . (NOT AN EXPENSE)

LESSON #7 START SMALL. STAY FOCUSED.

LESSON #8 DON'T BE SECRETIVE. DON'T WORRY ABOUT COMPETITORS.

LESSON #9 YOU NEED TO ACTIVELY MANAGE YOUR COMPANY CULTURE.

Our Core Values ,[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],[object Object],[object Object],Email from a customer…

LESSON #10 BE WARY OF SO-CALLED EXPERTS. INCLUDING US...

Questions and Answers ,[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],[object Object],[object Object],[object Object],[object Object],Legal and Financial Disclaimer

Zappos ETail Europe - Top 10 Lessons Learned in eCommerce

Zappos ETail Europe - Top 10 Lessons Learned in eCommerce

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Zappos ETail Europe - Top 10 Lessons Learned in eCommerce