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

Mobile Team (7 months ago)

Alex Nolan Matt

Current team

Highly Rated apps

“On the Go”

“Lean Forward” “Lean Back”

What we’ve seen in Mobile at Zappos

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

Roadmaps

Search/Browse

Product Presentation

Core shopping path “greasing”

Checkout

“Top of Mind”

Frequent releases

Badges

Push Notifications

Fun and Easter Eggs

Android Tablet Support

Current Roadmap

More checkout optimizations

Current Roadmap

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

More Recommendations/ Personalization

• Mobile Web vs. App?

• HTML5 capabilities vs. native functionality

• Do you need an app if you have mobile web?

My most commonly asked question

Paid Traffic

Organic Traffic

Exposure/ Acquisition

Loyalty/ Retention

Less brand loyal, easier switching less personalized

High loyalty, focused experience

APPS

Mobile Web

We need both

akirmse@zappos.com

alexkirmse@gmail.com

twitter.com/alexkirmse

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