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Building a brand that matters

BusinessEducation
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BUILDING A BRAND THAT MATTERS TONY HSIEH CEO, ZAPPOS.COM SURF SUMMIT 11 CABO SAN LUCAS
A LITTLE HISTORY PRESENT 2008 PRIOR TO ME JOINING ZAPPOS CO-FOUNDED LINKEXCHANGE WITH SANJAY 1996 ,[object Object],[object Object],CO-FOUNDED VENTURE FROGS 1999 ,[object Object],[object Object],[object Object],[object Object],[object Object],JOINED ZAPPOS 2000 1994 ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ZAPPOS BACKGROUND VITALS
[object Object],[object Object],[object Object],WOW OUR CUSTOMER VALUE PROPOSITION IN ACTION…
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OUR CUSTOMER VALUE PROPOSITION IN ACTION…
$1000 $900 $800 $700 $600 $500 $400 $300 $200 $100 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 1.6 8.6 32 70 184 370 597 840 1000 GROSS MERCHANDISE SALES $MM GROSS MERCHANDISE SALES $MM THE POWER OF REPEAT CUSTOMERS AND WORD OF MOUTH
CUSTOMER SERVICE IN ACTION
CUSTOMER SERVICE: WHAT CUSTOMERS FIRST SEE ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],CUSTOMER SERVICE: WHAT CUSTOMERS EXPERIENCE
[object Object],[object Object],[object Object],[object Object],[object Object],CUSTOMER SERVICE: WHAT WE DO INTERNALLY
[object Object],[object Object],[object Object],CUSTOMER SERVICE: WHAT WE DO INTERNALLY
4 THINGS YOU NEED TO BUILD A BRAND THAT MATTERS
VISION 1 WHATEVER YOU’RE THINKING, THINK BIGGER . DOES THE VISION HAVE MEANING ? CHASE THE VISION , NOT THE MONEY…
REPEAT CUSTOMERS 2 FOCUS ON 2 OF THE 3 GREAT PRODUCT GREAT SERVICE LOW PRICES
REPEAT CUSTOMER DATA FOR ZAPPOS.COM % customers who buy again within next 12 months (repeat customers) avg # purchases by repeat customers over next 12 months % repeat customers multipled by avg # purchases March 2001 20.4% 1.50 0.31 March 2002 27.0% 1.74 0.47 March 2003 33.5% 1.96 0.66 March 2004 44.6% 2.36 1.05 March 2005 51.0% 2.53 1.29 March 2006 52.5% 2.60 1.37 March 2007 54.9% 2.68 1.47
TRANSPARENCY 3 BE REAL , AND YOU HAVE NOTHING TO FEAR
CULTURE 4 COMMITTABLE CORE VALUES
 
 
Q&A ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EMAIL ME FOLLOW ME FOLLOW ME ON TWITTER! http://twitter.com/ zappos
 
[object Object],[object Object],[object Object],[object Object],[object Object],Legal and Financial Disclaimer

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Zappos-SIMA-05-15-08

  • 1. BUILDING A BRAND THAT MATTERS TONY HSIEH CEO, ZAPPOS.COM SURF SUMMIT 11 CABO SAN LUCAS
  • 2.
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  • 6. $1000 $900 $800 $700 $600 $500 $400 $300 $200 $100 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 1.6 8.6 32 70 184 370 597 840 1000 GROSS MERCHANDISE SALES $MM GROSS MERCHANDISE SALES $MM THE POWER OF REPEAT CUSTOMERS AND WORD OF MOUTH
  • 7. CUSTOMER SERVICE IN ACTION
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  • 13. 4 THINGS YOU NEED TO BUILD A BRAND THAT MATTERS
  • 14. VISION 1 WHATEVER YOU’RE THINKING, THINK BIGGER . DOES THE VISION HAVE MEANING ? CHASE THE VISION , NOT THE MONEY…
  • 15. REPEAT CUSTOMERS 2 FOCUS ON 2 OF THE 3 GREAT PRODUCT GREAT SERVICE LOW PRICES
  • 16. REPEAT CUSTOMER DATA FOR ZAPPOS.COM % customers who buy again within next 12 months (repeat customers) avg # purchases by repeat customers over next 12 months % repeat customers multipled by avg # purchases March 2001 20.4% 1.50 0.31 March 2002 27.0% 1.74 0.47 March 2003 33.5% 1.96 0.66 March 2004 44.6% 2.36 1.05 March 2005 51.0% 2.53 1.29 March 2006 52.5% 2.60 1.37 March 2007 54.9% 2.68 1.47
  • 17. TRANSPARENCY 3 BE REAL , AND YOU HAVE NOTHING TO FEAR
  • 18. CULTURE 4 COMMITTABLE CORE VALUES
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  • 24.