Zappos.com is an online leader in shoe and clothing retail based in Las Vegas, Nevada. The company was founded in 1999, however it was acquired by Amazon in July 2009 in an all-stock deal worth about $1.2 billion. I have always been intrigued with the way Zappos implements their brand strategies because they are among the top brands with the most successful campaigns. But why?
Zappos has made it clear that they always put the customers’ needs first. The company supplies its customers with free shipping both ways and provides a 365-day money back guarantee, if the they wish to return or exchange products. This may seem like a very small portion of a successful marketing strategy. Yet, these policies are so attractive to consumers that they tend to discuss them amongst one another in a viral manner, which generates a massive word-of-mouth technique. The outcome of this allows Zappos to not work extremely hard to market its online presence.
Its most recent campaign was advertised in 2018 during the holidays in a bright and happy demeanor because they felt like they could retain new customers during a stressful time. In the ad, the company highlights their 24/7 customer service, free returns for up to a year, fast and free shipping using an upbeat style.
Overall, a great rule of thumb in marketing, especially digital, is to focus on the customers wants and needs, not on what the brand wishes the customers wanted or needed. This is exactly the strategy Zappos continues to use by listening to their audience and planning accordingly.