Super short talk (10 minutes + 5 minutes Q&A) about mobile e-commerce learnings and strategy at Zappos.

1. Zappos: Learnings in
Mobile
eCommerce
London, England
October 2nd, 2012

2. • Founded 1999
• Best Service Possible
• Free Shipping Both Ways
• 365 Day Return Policy
• 2009 acquired by Amazon

3. • Customer Service Focus
• 4 week Call Center training
• Holiday Helper
Tony Hsieh, CEO
Fred Mossler

4. • Experienced
• Connected
• Empowered
Alex Nolan Matt
Mobile Team (7 months ago)

5. Current team

6. Highly Rated apps

7. What we’ve seen in Mobile at Zappos
“Lean Forward” “Lean Back”
“On the Go”

8. Roadmaps
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

9. Core shopping path “greasing”
Checkout
Search/Browse
Product Presentation

10. “Top of Mind”
Push Notifications
Badges
Frequent releases

11. Fun and Easter Eggs

12. Current Roadmap
More checkout optimizations
Android Tablet Support

13. Current Roadmap
More Recommendations/
Personalization
Reciprocate the customer's loyalty by recognizing them with
personalized content, rewards and special features.

14. My most commonly asked question
• Mobile Web vs. App?
• HTML5 capabilities vs. native
functionality
• Do you need an app if you have mobile
web?

15. We need both
Exposure/
Acquisition
Paid Traffic Loyalty/
Retention
High loyalty, focused experience
Organic Traffic APPS
Mobile
Web
Less brand loyal, easier switching
less personalized

16. Contact
akirmse@zappos.com
alexkirmse@gmail.com
twitter.com/alexkirmse