Mobile Marketing Live Conference London 2012

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alexkirmse

Super short talk (10 minutes + 5 minutes Q&A) about mobile e-commerce learnings and strategy at Zappos.

Technologie

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

Alex Nolan Matt

Mobile Team (7 months ago)

What we’ve seen in Mobile at Zappos
“Lean Forward” “Lean Back”

“On the Go”

Roadmaps

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

Core shopping path “greasing”
Checkout
Search/Browse

Product Presentation

“Top of Mind”

Push Notifications

Badges

Frequent releases

Current Roadmap
More checkout optimizations

Android Tablet Support

Current Roadmap

More Recommendations/
Personalization

Reciprocate the customer's loyalty by recognizing them with
personalized content, rewards and special features.

My most commonly asked question

• Mobile Web vs. App?
• HTML5 capabilities vs. native
functionality
• Do you need an app if you have mobile
web?

Contact

akirmse@zappos.com
alexkirmse@gmail.com
twitter.com/alexkirmse

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Mobile Marketing Live Conference London 2012

1. Zappos: Learnings in Mobile eCommerce London, England October 2nd, 2012

2. • Founded 1999 • Best Service Possible • Free Shipping Both Ways • 365 Day Return Policy • 2009 acquired by Amazon

3. • Customer Service Focus • 4 week Call Center training • Holiday Helper Tony Hsieh, CEO Fred Mossler

4. • Experienced • Connected • Empowered Alex Nolan Matt Mobile Team (7 months ago)

5. Current team

6. Highly Rated apps

7. What we’ve seen in Mobile at Zappos “Lean Forward” “Lean Back” “On the Go”

8. Roadmaps 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

9. Core shopping path “greasing” Checkout Search/Browse Product Presentation

10. “Top of Mind” Push Notifications Badges Frequent releases

11. Fun and Easter Eggs

12. Current Roadmap More checkout optimizations Android Tablet Support

13. Current Roadmap More Recommendations/ Personalization Reciprocate the customer's loyalty by recognizing them with personalized content, rewards and special features.

14. My most commonly asked question • Mobile Web vs. App? • HTML5 capabilities vs. native functionality • Do you need an app if you have mobile web?

15. We need both Exposure/ Acquisition Paid Traffic Loyalty/ Retention High loyalty, focused experience Organic Traffic APPS Mobile Web Less brand loyal, easier switching less personalized

16. Contact akirmse@zappos.com alexkirmse@gmail.com twitter.com/alexkirmse

Mobile Marketing Live Conference London 2012

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