For this discussion, you must first log in to MyMarketingLab and

view the video on the Zappos Company in Chapter 1. Access this

resource by going to the MyMarketingLab area under the course
Table of Contents menu.
Once you have watched the video, return to Brightspace to
respond to this discussion prompt.

This discussion prompt is a case study on Zappos from the

textbook:

These days, online retailers are a dime a dozen. But in a short

period of time, Zappos has become a billion-dollar e-tailer. How
did it hit the dot-com jackpot? By providing some of the best
service available anywhere. Zappos customers are showered with
such perks as free shipping both ways, surprise upgrades to
overnight service, a 365-day return policy, and a call center that
is always open. Customers are also delighted by employees who
are empowered to spontaneously hand out rewards based on
unique needs.

With such attention to customer service, it’s no surprise that

Zappos has an almost cult-like following of repeat customers.
But remaining committed to the philosophy that the customer is
always right can be challenging. This video highlights some of
the dilemmas that can arise from an operating within a highly
customer-centric strategy. Zappos also demonstrates the
ultimate rewards they receive from keeping that commitment.

Discuss with your classmates the following points:

 Describe Zappos’ market offering.
 What is Zappos’ value proposition? How does it relate to its
market offering?
 How does Zappos build long-term customer relationships?

While observing the provided video on Zappos’ marketing, it

gave lengthy details. It is clear that the marketing strategy is
extended to customers which is a way of creating repeat
customers. Free shipping, upgrades, guaranteed return policy
and rewards are a benefit that encourage customers to enjoy the
services. Zappos' company is fairly known for their great
customer service along with great products. The customer
service is also hassle- free which leads to ongoing repeat
customers. The company earned major growth through word of
mouth advertisement.

According to the provided materials, Zappos' value proposition

is estimated around a billion dollar based on their gross rate of
satisfied customers and service that is beyond measures of
availability along with desirable culture of the company’s beliefs.
Family cultures plays a major role in the enhancement of
employee interactions Much of the company’s products consist
of trending clothing, shoes, crafty handbags, accessories, and
eye wear. Additionally, the products are branded. Online
shoppers tend to be the primary target. One main benefit of
Zappos' company can rely on their most frequent customers
whom they have built a long term relationship with based on the
flexibility and reliability of the service. The call center is well
known for its unique response to customers. Clearly, Zappos'
company has developed outstanding resources and a lengthy
dedication.