Abstract

The case “Zappos.com: Delivering a Superior Customer Experience” talks about the customer service, digital marketing, and online marketing initiatives of Zappos.com (Zappos) – a US based online shoe and clothing company. The case starts out with a brief history of Zappos. It then describes the company’s unique business model, which included free shipping, easy returns, and the use of digital technologies to provide 24/7 customer support service. The case touches upon the use of social media by Zappos to create brand awareness and to enhance the customer experience. It also highlights the future plans of the company to sustain its position in the US footwear industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evaluate the business models of e-commerce companies
• Understand the concept of customer value proposition in the context of online retail industry
• Understand the digital marketing strategies implemented by companies

Keywords

Customer Value proposition; Social media Marketing; Cross Promotion; Video Marketing; Digital Marketing; e—commerce; business model