zappos analysis and implementation pitch

Zappo

s!

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An Analysis & Implementation Pitch

presented by the

KEY ISSUESOverview

1. Cluttered website

2. Too broad of a target audience

3. Lack of social media presence

3 Main Issues

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SOLUTIONSOverview

1. Unclutter and improve website

2. Blogger partnership

2 Recommendations

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COMPANY BACKGROUND

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COMPANY BACKGROUNDZappos’ Revenue Growth

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COMPETITORS

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SWOT ANALYSISZappos

● A wider selection of products compared to in-person stores

● Can move beyond retail in other customer service related business

● Increasing trend of shopping online

● 24 million Zappos accounts were hacked

● 365 day return policy can affect cost and is not green friendly

● Low wages

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SWOT ANALYSISNordstrom

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● Disposable income in increasing of the customers

● Tapping the international market especially emerging economies

● Acquisition of smaller retail chains

● Reducing sales may dilute brand equity

● Emotional connect with customer may decline

SWOT ANALYSIS Amazon

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● More releases of Amazon products and services

● Possibilities of entering other countries

● Tax avoidance issues

● Online security

● Regional lower cost online retailers showed up

SWOT ANALYSIS NastyGal

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● Can grow into actual stores

● Could go public

● Urban Outfitters may acquire Nasty Gal

● Large pool of competitors

● Change in customer style/taste/trends

COMPETITOR ANALYSIS

ScoringRule

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“Weak” “Strong”

KEY ISSUESOverview




3 Main Issues

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KEY ISSUESCluttered Website | Categories

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KEY ISSUESCluttered Website | Filter Options

Zappos

Amazon

NastyGal

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KEY ISSUESCluttered Website | Size chart

Zappos Nordstrom

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KEY ISSUESCluttered Website | Checkout

Zap

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Required accountN

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KEY ISSUESCluttered Website | Checkout

Can’t Edit Preferences

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KEY ISSUESCluttered Website | Overview

A cluttered website = critical problems because...

- intimidating number of categories

- hard to follow format

- limited options for customers to change their minds

It drives customers away from using the website!

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SOLUTIONSOverview

2 Recommendations

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SOLUTIONSUnclutter and improve the website |

Homepage

MockupOriginal

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Checkout

Original Mockup

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Overview

Zappos’ website could really benefit

from…- More visuals

- Condensing of available categories

- Making filters and sizing easy to find and easier to

navigate

- Having an option to checkout as a guest

- Giving customers option to edit their cartChi Pledge Class

KEY ISSUESOverview

3 Main Issues

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KEY ISSUESTarget Audience

Aspiring Entrepreneurs of America

Zappos has over 1,500 brands

KEY ISSUESBroad Target Audience

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Nasty Gal

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Nordstrom

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KEY ISSUESToo Broad Target Audience

Having too broad of a target audience is a problem because...

- Overwhelming customers

- Loses individuality of being an online shoe retailer

- It is difficult to acquire specific audiences

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SOLUTIONSOverview



2 Recommendations

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SOLUTIONSBlogger partnership

Market

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“Happy Hunter”25 - 49

years old$75,000Time >

Money


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KEY ISSUESOverview

3 Main Issues

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KEY ISSUESLack of Social Media Presence

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KEY ISSUESLack of Social Media Presence

Lack of Social Media Presence is a problem because...

-E-commerce needs strong online representation

-Missed low-cost opportunities

-Losing potential customers

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SOLUTIONSOverview



2 Recommendations

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Blogger partnership with

specific bloggers will create social media presence and increase traffic to the website!

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So Zappos should…

- Sign contracts with bloggers to feature the website on their own website

- Utilize social media platforms such as Facebook, Instagram, Twitter, etc. by featuring certain partnered bloggers


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[Self survey, N = 100]

Q) How many bloggers do you follow?

None :

22%

One or More :

78%


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[Self survey, N = 100, 10 being highest]

Q) How much influence would you say a blogger has over your style choices?


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Aimee Song

“Well, I’m so excited that H&M;‘s new online store launched

in the US today! Now you can shop H&M; any time you want,

wherever you are!

Also, I’m honored to have been selected by H&M; as the

West Coast judge for their 50 States of Fashion campaign.

You can enter the 50 States of Fashion contest by posting a

photo of yourself in an H&M; look to Instagram using the

hashtag #HMshoponlineCA (the last two letters

should be the abbreviation of your state, so mine is CA.) The

grand prize winner will receive a $1,000 H&M; shopping

spree and trip to NYC during New York Fashion Week.”

http://www.hm.com/

Aritzia’s personal magazinehelps generate website traffic


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Nasty Gal utilizes its blogger partnerships to create buzz on Instagram

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LOFT


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So why not Zappos?

SOLUTIONSBlogger partnership |

ImplementationZappos can start by taking advantage of it’s…..

Associates Program

New Customer - 18%Repeat Customers - 8% Chi Pledge

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Sea of Shoes Cupcakes and Cashmere Girl and Closet


Implementation

Possible partners within Zappos’ target audience Chi Pledge

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Atlantic-Pacific The Chloe Conspiracy Her Waise Choice


Implementation

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Possible partners within Zappos’ target audience


ImplementationPants: Adidas

Shoes: Zappos Hi guys! I just spent a day at the beach ATV-ing with some family, and it was a blast! We all had to wear long pants and jackets to cover basically

all of our bodies. One pop of color in my own ATV-ing outfit was my shoes. I loved wearing

these bright colors on my new Nike Free Runs.

I am excited to announce the launch of Zappos’ new website! They’ve totally redone the entire site, and they’ve actually made it more fun to browse their selections. They carry so many brands that anyone will be able to find what

they’re looking for. Also, a bonus was the great customer service that they have! I had a

question about sizing and the return policy, and the customer service rep was probably the nicest

and easiest I have ever talked to!

Make sure you visit Zappos for your next purchase!

Mock Blogpost

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Mock Instagram posts


Implementation

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SUMMARY




For these 3 issues...

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Zappos can...1. Redesign the website

2. Create blogger partnerships by signing contracts and utilizing the associates program

Zappos is a steady growing company with fantastic values

Website renovation and blogger partnership will only enhance what Zappos already

has to offer!

THANK YOU

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QUESTIONS?

zappos analysis and implementation pitch

Marketing

solutions

key issues

target audience

solutions

cluttered

improve website

lack

customer