In this series, we have already discussed a few best marketing campaigns. Click here you can check them.
In this post, I will talk about how Zappos used “Word of Mouth” and became a leader in shoe e-commerce.
Zappos.com is an online shoe and clothing retailer based in Las Vegas, Nevada. The company was founded in 1999 by Nick Swinmurn and launched under the domain name Shoesite.com. In July 2009, Amazon acquired Zappos in an all-stock deal worth around $1.2 billion.
Why this is one of the best marketing campaigns
Zappos was struggling with it’s customer service. They tried a lot of ways to improve their customer service but it was not working. There were lots of customer calls and emails which were not being treated in the right way. They thought of outsourcing the customer service but then decided not to do.
They built a customer loyalty team and this team was different than the other customer service teams in other organizations. This team was not given any script and their performance
Tony Hsieh, CEO of Zappos, mentioned in one of his article in HBR that “When one of our reps found out that because of a death in the family, a loyal customer had forgotten to mail back a pair of shoes she’d planned to return, the rep sent her flowers; now she’s a customer for life.”
Tony Hsieh even wrote a book “Delivering Happiness “.
Zappos set a very high standard in online customer service. Zappos
All this worked for Zappos in marketing. Their policies are so appealing that their customer are loyal to them. They talk and write about Zappos in a good way which generate high return for Zappos.
This is a perfect ‘word of mouth’ strategy.
Zappos invest heavily in digital marketing and their social media campaigns are awesome.
This campaign is all about how Zappos understand their audience and plan accordingly to create a perfect digital marketing mix.