The Real New Business, Pt 3
This article is the third of four on a topic I touched on in my post Your Brand Isn’t a Logo, It’s a Lie, this series is about positive creation of customer experience.
Zappos
This is the “big boy” of the businesses I am recommending in The Real New Business series, and you’ve probably heard of them. They were, after all, featured on Oprah.
Zappos sells shoes online. Which one might think would be a very difficult way to build a business. No one buys shoes without trying them on, and it’s very tough to get a feel for the look of a shoe on a website.
So how does a company win at that game? Take it from the Zappos vision:
- One day, 30% of all retail transactions in the US will be online.
- People will buy from the company with the best service and the best selection.
- Zappos will be that company.
Or you can consult item one of their Core Values:
Deliver WOW Through Service
Zappos offers free shipping both ways (in the event you return a purchase), a 365-day return policy as long as the items are in new condition, great prices, and huge selection–even for someone who wears size US15.
When I used to shop retail for shoes, I had 1 or 2 pairs to choose from and shoes that could be ordered in my size were not returnable, even though I couldn’t try the shoe on before purchasing. Once I placed an order with Zappos 8 hours after the cutoff and still received my shoes the next day. Where do you think I now buy all my shoes from?
Coming in The Real New Business Part Four: conclusions.