The key policy was nearly automatic upgraded shipping to next day air. Sounds kind of simple, but it was based on an astute observation. Zappos.com realized that they were competing with offline shoe retailers and not just online shoe retailers. Zappos.com helped ease consumer apprehension around buying shoes online by offering free return shipping. Consumers are clearly taking advantage of the Zappos.com return policies, helping to build trust and satisfaction in the service.
Another thing I found interesting about the Zappos.com story was how they adapted their strategy and brand the more they learned about their business. Many times I think people fall in love with their initial strategy and don’t properly read the clues the market provides them. When Zappos.com got started they thought they would win based on providing the greatest selection of shoes. And they actually did a good job, check out zappos.com for your online shopping.
Another thing I found interesting about the Zappos.com story was how they adapted their strategy and brand the more they learned about their business. Many times I think people fall in love with their initial strategy and don’t properly read the clues the market provides them. When Zappos.com got started they thought they would win based on providing the greatest selection of shoes. And they actually did a good job, check out zappos.com for your online shopping.
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