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This requires our team to be experienced, connected to the rest of the company, and empowered [to understand] both the business side of the brand, as well as the customer experience.”Smartphones and tablets have become key tools for today’s shoppers. All Rights Reserved.Currently touting a mobile team of three employees, Zappos views mobile as “a microcosm of the larger site, not a siloed channel,” Kirmse explained.

Steve Olenski December 10, 2013. For instance, Zappos closely tracks all social media mentions of its company, even when the mentions aren’t directed to Zappos. Since its founding in 1999, Zappos has grown to 1,000 employees - and its website now carries over 1,000 name brands, over 150,000 styles, and nearly 3 million products in stock and ready for immediate shipment. This contextual approach to direct marketing allows the merchant to make brand experiences more meaningful and drive action more effectively. But the goal isn’t to reduce this average. Although we don’t have a ton of analytics yet, we do know that app customers are better customers than mobile web [users]. Conversely, apps are an outlet for frequent customers.In the conference’s keynote speech, Alex Kirmse, Head of Mobile for Zappos, shared how the eTailer tackled smartphone and tablet commerce to optimize its reputation among first-time and frequent customers.Generally, consumers utilize smartphones as on-the-go utility tools to have a more streamlined and easy-to-operate experience, while tablets are used more in-depth at home, with apps that are more media rich and engaging. The Zappos app for Android, iPad and iPhone provide shoppers with in-depth zoom capabilities, as well as interactive web features, including 360-degree photo rotation, which was a collaboration between the product management, image/photo team and warehouse personnel.Moreover, the eTailer plans to implement badges, which will be displayed on consumers’ mobile screens to signify when items are in their carts.
From quirky TV commercials to gamified mobile applications, the retailer has excelled in creating memorable and consistent experiences across channels. On the other hand, the customer focus was present at the business culture of Zappos from the beginning. From quirky TV commercials to gamified mobile applications, the retailer has excelled in creating memorable and consistent experiences across channels.“The mobile web is like a really big net and we’re trying to capture customers wherever they are,” Kirmse said. Zappos — a notable online footwear retailer — has developed a loyal following due to its vast product assortments, flexible shipping and return policies, and compelling branding strategies. These companies operated separately but remained under the Zappos umbrella.Hsieh also encourages his employees to actively participate on social media platforms to share their experiences about working at Zappos.
Although the brand currently enables seamless product sharing via Facebook and Twitter, Pinterest integration will be added in the near future.Through this integrated approach, Zappos executives better understand the browsing and buying behaviors of shoppers utilizing smartphones and tablets, and in turn, optimize features and capabilities for each experience. Step 3: Use big data to quickly spot customer service failures. The iPhone does really well and the Android is solid, but isn’t close to the iPad’s impact. Zappos prefers to think of itself as a customer-service company that happens to sell shoes and handbags online. The way that the company uses social media is truly social and transparent, and the dialogue is engaging and relevant.Charley Gallay / Stringer/Getty ImagesZappos, its culture and its leadership can be seen as models for companies that are in the midst of a transformation and are struggling with how to cement a visionary, enduring culture that can be embraced by employees, customers, and vendors. Whether at home or on the go, consumers are consulting their mobile devices to browse inventory, research potential purchases and share their insights on retail experiences.