Zappos.Com: Focus on Customer Service

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Case Details:

Case Code : MKTG207
Case Length : 17 Pages
Period : 1999-2009
Pub Date : 2009
Teaching Note :Not Available
Organization :, Inc.
Industry : Internet Retail, Shoes.
Countries : USA, Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Our whole philosophy is rather than spend a whole lot of money in marketing let's just put it back into the customer experience and let our customers generate that word of mouth and do the marketing for us."1

- Fred Mossler, Director of Merchandising at Zappos in 2008.

"Zappos has built a dot-com model specifically for dot-com and have invested a great deal of time, money and effort into combining superior shoe business knowledge with a great supply chain, business process, and retail policy."2

Gene Alvarez, Vice President of Research at Gartner in 2008.


In January 2009,, Inc. (Zappos), the market leader in online shoe sales in the US, appeared for the first time on Fortune Magazine's '100 Best Companies to Work For' list, figuring at No. 23 in the list for 2009.

Jeffrey M. O'Brien, Senior Editor, Fortune Magazine, said, "Zappos is adored by employees, providing a model of how to manicure culture and treat staffers like adults, while simultaneously reassuring them that sometimes it's okay to behave like children."3

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1] Ann-Christine Diaz, "2008 Creative Marketers:,", October 21, 2008.

2] Pam Baker, " These Boots Were Made for E-Commerce,", October 16, 2008.

3] Jeffrey M. O'Brien, "Zappos Knows How to Kick It,", January 22, 2009.


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