Analysis regarding three issues (Website, Audience, and Media) and two recommendations (Improved Website and Blogger Partnership) that will drive traffic to Zappos.com.

1. Zappos!
An Analysis & Implementation Pitch
presented by the
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2. KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
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3. SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
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4. COMPANY BACKGROUND
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5. COMPANY BACKGROUND
Zappos’ Revenue Growth
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6. COMPETITORS
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7. SWOT ANALYSIS
Zappos
●
A wider selection of products
compared to in-person stores
●
24 million Zappos accounts were
hacked
●
Can move beyond retail in other
customer service related
business
●
365 day return policy can affect
cost and is not green friendly
●
Low wages
●
Increasing trend of shopping
online
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8. SWOT ANALYSIS
Nordstrom
●
Disposable income in increasing
of the customers
●
Reducing sales may dilute brand
equity
●
Tapping the international market
especially emerging economies
●
Emotional connect with customer
may decline
●
Acquisition of smaller retail
chains
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9. SWOT ANALYSIS
Amazon
●
●
More releases of Amazon
products and services
Possibilities of entering other
countries
●
Tax avoidance issues
●
Online security
●
Regional lower cost online
retailers showed up
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10. SWOT ANALYSIS
NastyGal
●
Can grow into actual stores
●
Could go public
●
Urban Outfitters may acquire
Nasty Gal
●
Large pool of competitors
●
Change in customer
style/taste/trends
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11. COMPETITOR ANALYSIS
Scoring
Rule
“Weak”
“Strong”
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12. KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
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13. KEY ISSUES
NastyGal
Amazon
Zappos
Cluttered Website | Categories
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14. KEY ISSUES
Cluttered Website | Filter Options
Zappos
Amazon
NastyGal
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15. KEY ISSUES
Cluttered Website | Size chart
Zappos
Nordstrom
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16. KEY ISSUES
Cluttered Website | Checkout
Nordstrom
Zappos
Required account
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17. KEY ISSUES
Cluttered Website | Checkout
NastyGal
Zappos
Can’t Edit Preferences
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18. KEY ISSUES
Cluttered 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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19. SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
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20. SOLUTIONS
Unclutter and improve the website | Homepage
Original
Mockup
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21. SOLUTIONS
Unclutter and improve the website | Checkout
Original
Mockup
1
1
2
2
6
3
4
3
5
4
5
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22. SOLUTIONS
Unclutter and improve the website | 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 cart
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23. KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
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24. KEY ISSUES
Target Audience
Zappos has over 1,500 brands
Aspiring Entrepreneurs of America

25. KEY ISSUES
Broad Target Audience
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26. KEY ISSUES
Broad Target Audience
Nasty Gal
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27. KEY ISSUES
Broad Target Audience
Nordstrom
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28. KEY ISSUES
Too 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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29. SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
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30. SOLUTIONS
Blogger partnership
Market
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31. SOLUTIONS
Blogger partnership
“Happy Hunter”
25 - 49
years old
$75,000
Time >
Money
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32. KEY ISSUES
Overview
3 Main Issues
1. Cluttered website
2. Too broad of a target audience
3. Lack of social media presence
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33. KEY ISSUES
Lack of Social Media Presence
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34. KEY ISSUES
Lack of Social Media Presence
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35. KEY ISSUES
Lack of Social Media Presence
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36. KEY ISSUES
Lack of Social Media Presence
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37. KEY ISSUES
Lack 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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38. SOLUTIONS
Overview
2 Recommendations
1. Unclutter and improve website
2. Blogger partnership
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39. SOLUTIONS
Blogger partnership
Blogger partnership with specific
bloggers will create social media
presence and increase traffic
to the website!
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40. SOLUTIONS
Blogger partnership
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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41. SOLUTIONS
Blogger partnership
[Self survey, N = 100]
Q) How many bloggers do you follow?
None : 22%
One or More 78%
:
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42. SOLUTIONS
Blogger partnership
[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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43. SOLUTIONS
Blogger partnership
“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.”
Aimee Song
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44. SOLUTIONS
Blogger partnership
Aritzia’s personal magazine
helps generate website traffic
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45. SOLUTIONS
Blogger partnership
Nasty Gal
utilizes its
blogger
partnerships
to create buzz
on Instagram
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46. SOLUTIONS
Blogger partnership
LOFT
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47. SOLUTIONS
Blogger partnership
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48. SOLUTIONS
Blogger partnership
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49. So why not
Zappos?

50. SOLUTIONS
Blogger partnership | Implementation
Zappos can start by taking advantage of it‟s…..
Associates Program
New Customer - 18%
Repeat Customers - 8%
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51. SOLUTIONS
Blogger partnership | Implementation
Sea of Shoes
Cupcakes and Cashmere
Girl and
Closet Possible partners within Zappos’ target audience
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52. SOLUTIONS
Blogger partnership | Implementation
Atlantic-Pacific
The Chloe Conspiracy
Her Waise
Choice Possible partners within Zappos’ target audience
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53. SOLUTIONS
Blogger partnership | Implementation
Mock
Blogpost
Pants: 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!
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54. SOLUTIONS
Blogger partnership | Implementation
Mock
Instagram
posts
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55. SUMMARY
For these 3 issues...
Zappos can...
1. Cluttered website
1. Redesign the
website
2. Too broad of a target
audience
3. Lack of social media
presence
2. Create blogger
partnerships by
signing contracts
and utilizing the
associates
program
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56. Zappos is a steady growing
company with fantastic values
Website renovation and blogger
partnership will only enhance what
Zappos already has to offer!

57. THANK YOU
QUESTIONS?
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