Direct Line Blog

Zappos.com top 10 tips at eTail

Share this article:
The eTail show content has been strong this year, one of the best coming from Tony Hsieh, CEO of Zappos.com.  Zappos has grown from a $1.6 million gross sales business in 2000 to $600 million in gross sales in 2006 and $800 million projected for 2007.  Here are his top 10 e-commerce tips for success.

1. The e-commerce business is built on repeat customers. (The free overnight shipping is the investment in marketing dollars at Zappos.com).
2. Word of mouth really works online. (Both positive and negative)
3. Don’t compete on price.  (Anyone can undercut, but it doesn’t build loyalty).
4. Make sure your Web site inventory is 100%.  (Nothing makes a customer madder than an unfulfilled order).
5. Centrally locate your distribution. (Zappos moved from CA to Kentucky to reach the east and west coasts within 2 days for ground –UPS and FedEx have hubs nearby).
6. Customer service is an investment. (Not an expense).
7. Start small.  Stay focused.  (It will never be prefect from the start, so build it out as you go).
8. Don’t be secretive.  Don’t worry about competitors.  (Zappos actually finds products on competitors’ sites and refers business when they don’t have the stock!)
9. Actively manage your company culture.  (Zappos is about customer service and all level employees go through the same 5 week training which includes taking phone calls and fulfilling orders in the warehouse to understand how the company works).
10. Be wary of so-called experts (including me…).  (Zappos has hired consultants, but has found that no one knew their business better than they did.)
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

More in Direct Line Blog

Is 5-Day Delivery USPS's Way of Saying It's Giving Up on Mail?

Is 5-Day Delivery USPS's Way of Saying It's ...

The head of the PRC and a noted union leader think so. They wonder why such an exclusive business isn't 24/7 instead.

Président Replaces Cheesy TV Spots with Digital

Président Replaces Cheesy TV Spots with Digital

Marketing + Cheese: What more could you want?

Unhidden YouTube Talent

Unhidden YouTube Talent

The problem with trends: Most brands find out about them when they're already cresting. But virality means getting behind a trend before it hits.