A group project by Chauncie Burton, Maya Watson, Marcus Taylor, Ivy Hall-Stapleton, Karla Hudson and Diamond Ingram.

1. Delivering Happiness; a Path to Profits, Passion and Purpose Alligator Firefighter

2. Agenda Company Overview Branding Strategy Positioning Statement Intended Experience Insights Target Consumer Point of Differentiation Zappos Customer Secondary Business Model Contact Points Calder Brand Analysis Conclusion

3. Zappos Overview Headquartered in Henderson, Nevada (outside Las Vegas). 1300 Employees in FY 2008. Recent Financials: “…we continued growing in 2009, finishing the year doing nearly $1.2 billion in gross merchandise sales.” Categories Zappos competes in: Footwear & Related Products Retail; Catalog, Mail Order & Television Sales; Retail; Apparel & Accessories Retail; Nonstore Retail; Internet Retail Type of company: Public. “As many of you know, back in July 2009 we announced that Amazon was acquiring Zappos…The transaction officially closed on November 1, 2009. True to their word, Amazon has continued to allow us to run Zappos independently, with our own unique culture, brand, and way of doing business. From our point of view, it's been as if we swapped out our previous board of directors with a new one, but we now have access to a lot more resources so we can continue to build the Zappos business even faster. In fact, over the past few months, we've actually seen our growth rate accelerate compared to the prior year.” In January 2010, Zappos makes Fortune magazine's "Best Companies to Work For" list again, moving up 8 places to the #15 spot.

5. They believe spending their resources on the right people, training, and the customer service ) are their “marketing dollars”.

6. It’s more expensive for Zapposto…

7. Only sell items in the warehouse – previously 25% of their revenues was out-of-warehouse sales

8. Deliver items to customers quickly at no charge to them and pay for customers to return them for a full year after purchase

9. Pay for 100% of their employee’s medical and dental costs

10. Give employees the freedom to constantly work on delighting customers

13. Desired items always available

16. “The only place I would consider buying shoes from,” in fact…

17. “I wish that everything in my life that I ordered on the internet could be through Zappos”

18. “Return policy is fantastic”

19. “The customer service is wonderful & I’ve always had great experiences”

21. Ability to deliver items quickly to customers

22. Free shipping both ways and 365-day, no questions-asked returns. They trust customers not to abuse the service

23. Only offer items physically held in their warehouses , while most retailers offer items currently out of stockWhile some may argue this may eat into sales by not having customers spend money and wait for items to be shipped, Zappos has bucked the trend and decided that being able to deliver a product as fast as possible trumps those potentials loses, and in the end, provides the customer will a better experience. And most importantly, one they are more likely to repeat. Approximately75% of Zappos sales are from repeat buyers.

25. Two-day $4,000 seminars on how to recreate the essence of corporate culture

26. Plans to relaunchZappos Insights, a Web site offering management videos and tips from staffers at a cost of $39.95 a month.

27. Goal: Build more buzz around the Zappos brand and it’s extreme customer service

29. Top priority to establish an emotional connection

30. More than 95% of Zappos’ transactions take place over the Web, making an actual phone call a special opportunity

31. Contact Points 1.) Zappos.com Website 2.)Social Badging Zappos offers easy to use html codes that consumers can plant on any of their social networking pages, letting people know how you feel about Zappos, and giving them an contact point that isn’t as intrusive as other methods. 3.) Youtube Channel Channel, on one of the world’s most popular websites, provides contact points for customers to see the service and experience Zappos offers.

32. Contact Points 4.) The Customer Service Rep 5.) Facebook http://www.facebook.com/zappos

33. Contact Points 6.) Search Engine Optimization a.k.a “Google search” 7.) Twitter http://www.twitter.com/zappos

34. Contact Points 8.) Weekly Shameless Plug9.)Word of Mouth

35. Contact Points 10.) Zappos Life (Catalog)11.)PR – The Good & The Bad Good: Article on Mashable Bad: CEO Tweets Layoffs

36. Calder Brand Analysis Worksheet

37. Conclusion The goal is to position Zappos.com as an online service leader. If customers begin to associate the Zappos.com brand with the absolute best service, Zappos can inevitably expand into other product categories. Zappos focuses on the definition of service; work being done by one person or group that benefits another. That’s Zappos.com; Powered by Service.

38. Appendix?