Zappos

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Zappos.com
Subsidiary of Amazon.com[1]
Industry Retail
Founded 1999
Headquarters Las Vegas, Nevada, United States
Warehouse: Shepherdsville, Kentucky, United States
Key people
 Nick Swinmurn, founder
Tony Hsieh, CEO
Fred Mossler
Products Shoes, handbags, eyewear, accessories, clothing
Revenue US$1 billion (2009)
Owner Amazon.com[2]
Number of employees
 1,500+
Slogan We are a service company that happens to sell shoes. And handbags. And more...
Website zappos.com
File:Tony hsieh.jpg
Zappos CEO Tony Hsieh

Zappos.com is an online shoe and clothing shop based in Las Vegas, Nevada.[3]

In July 2009, the company announced that Amazon.com would acquire it in an all-stock deal worth about $1.2 billion.[4][5][6] Since its founding in 1999, it has become one of the world's largest online shoe stores.[7]

Company history

Inception

Zappos was founded in 1999 by Nick Swinmurn, who says that his initial inspiration came when he failed to find a pair of brown Airwalks at his local mall.[6] That same year, Swinmurn approached Tony Hsieh and Alfred Lin with the idea of selling shoes online.[8] Hsieh was initially skeptical, and almost deleted Swinmurn's voice mail.[9] After Swinmurn mentioned that "footwear in the US is a 40 billion dollar market and 5% of that is already being sold by paper mail order catalogs," Hsieh and Lin decided to invest $2 million through their investment firm Venture Frogs.[9] The company was officially launched in June 1999, under the domain name "ShoeSite.com."[10]

A few months after its launch, the company's name was changed from ShoeSite to Zappos (a variation of "zapatos," the Spanish word for "shoes") so as not to limit itself to selling only footwear.[10] In January 2000, Venture Frogs invested additional capital, and allowed Zappos to move into their office space.[11] During this time, Hsieh found that he "had the most fun with Zappos" and came on board as co-CEO with Nick Swinmurn.[12] After minimal gross sales in 1999, Zappos brought in $1.6 million in revenue in 2000.[12][13]

Growth

In 2001, Zappos more than quadrupled their yearly sales, bringing in $8.6 million.[12] In 2002, they opened their own fulfillment center in Shepherdsville, Kentucky.[12] Advertising costs were minimal, and the company grew mostly by word of mouth.[14] It was around this time that Hsieh and Zappos executives set long-term goals for 2010: achieve $1 billion in sales and receive inclusion on Fortune's list of The Best Companies to Work For.[15]

In 2003, Zappos reached $70 million in gross sales and abandoned drop shipping, which accounted for 25% of their revenue base.[12] The decision was based on supplying superior customer service, as Hsieh says "I wanted us to have a whole company built around [customer service] and we couldn’t control the customer experience when a quarter of the inventory was out of our control."[16] In 2004, Zappos did $184 million in gross sales, and received their first round of venture capital, a $35 million investment from Sequoia Capital.[12][17] That same year, they moved their headquarters from San Francisco to Henderson, Nevada.[9]

Over the next three years, Zappos doubled their annual revenues, hitting $840 million in gross sales by 2007. They expanded their inventory to include handbags, eyewear, clothing, watches, and kids’ merchandise.[18][19]

Amazon subsidiary

Zappos.com former headquarters in Henderson

In 2008, Zappos hit $1 billion in annual sales, two years earlier than expected (one year later, they fulfilled their other long-term goal, debuting at No. 23 on Fortune’s Top 100 Companies to Work For).[20][21]

In 2009, Zappos started exploring an acquisition by Amazon.[22] Within Zappos’ board of directors, two of the five—Hsieh and Alfred Lin—were primarily concerned with maintaining Zappos company culture, whereas the other three wanted to maximize profits in a down economy.[9] Initially, Hsieh and Lin planned to buy out their board of directors, which they estimated would cost $200 million. In the midst of this, Amazon executives approached Zappos with the proposition of buying Zappos outright. After an hour-long meeting with Amazon CEO Jeff Bezos, Hsieh sensed that Amazon would be open to letting Zappos continue to operate as an independent entity, and started negotiations.[9] On July 22, 2009, Amazon announced that it would buy Zappos for $940 million in a stock and cash deal.[23][24][25] Owners of shares of Zappos were set to receive approximately 10 million Amazon.com shares, and employees would receive a separate $40 million in cash and restricted stock units.[25] The deal was eventually closed in November 2009 for a reported $1.2 billion.[23]

On June 22, 2012 Zappos announced it would be shedding their Kentucky warehouse on September 1, 2012.[26] Hsieh had mentioned that "Even though it was hard to walk away from sales at a time when nobody is offering you money, we couldn't distinguish ourselves in the eyes of our customers if we weren't going to control the entire experience. We had to give up the easy money, manage the inventory, and take the risk."[27] Even in spite of his commitment to controlling the customer experience by managing inventory, this announcement meant that Amazon would now be controlling that part of that customer experience. Over 3,000 employees in Zappos' Kentucky warehouse will now be in the care of Amazon on September 1, 2012.

2012 hacking incident

Old Las Vegas City Hall prior to renovation and becoming new headquarters

On January 16, 2012, the company announced that its computer system was cracked, compromising the personal information of 24 million customers. In response, the company required all of its customers to change their passwords on the site. The company also shut down its customer service phone lines, requiring its customers to email questions instead.[28] This incident led to a class action suit In re Zappos.com, Inc., Customer Data Security Breach Litigation, with plaintiffs claiming that Zappos did not adequately protect their personal information.

New headquarters

On September 9, 2013, Zappos moved their headquarters from Henderson, Nevada to the former Las Vegas City Hall building in downtown Las Vegas, after an extensive $48 million effort to renovate and make major improvements to the building.[29][30][31][32] CEO Tony Hsieh, who also leads the Downtown Project, an effort to revitalize downtown Las Vegas as a vibrant cultural and economic hotspot, has said he wants "to be in an area where everyone feels like they can hang out all the time and where there's not a huge distinction between working and playing."[33] The move was lauded by Las Vegas mayor Oscar Goodman who said "this will be a game changer for Southern Nevada. This move will bring about a critical mass of creative persons to the inner core of Las Vegas in addition to causing a significant shot in the arm for the economy and for new jobs."[33][34]

Products

The Zappos fulfillment center in Kentucky

Zappos’ primary selling base is shoes, which accounts for about 80% of its business.[35] Currently about 50,000 varieties of shoes are sold in the Zappos store, from brands like Nike, Ugg boots, ALDO Shoes, and Steve Madden heels. Zappos sells many different types of footwear including running shoes, soccer cleats, basketball shoes, high heels, dress shoes, slippers, sandals, and even Crocs. They also serve the niche shoe markets, including narrow and wide widths, hard-to-find sizes, American-made shoes, and vegan shoes. In 2004, they launched a second line of high-end shoes called Zappos Couture.[36]

In 2007, Zappos expanded their inventory to include clothing, handbags, eyewear, watches, and kids’ merchandise, which currently account for 20% of annual revenues. Zappos expects that clothing and accessories will bring in an additional $1 billion worth of revenue by 2015, as the clothing market is four times the size of the footwear market.[35][37][38] Hsieh states that "our whole goal is we want to build the best brand of customer service. Hopefully, 10 years from now, people won’t even realize that we started selling shoes."[37]

Business model

Zappos uses a loyalty business model and relationship marketing. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations.[39] Of its customers, over 75% are repeat buyers.[40]

The company's customer service reputation has been augmented through viral spreading as well: "Shoe merchant Zappos has benefited from Internet wildfire. When Zappos offered special return shipping assistance, beyond their company policies ... the good word about the company spread quickly throughout the blogosphere."[41]

In December, 2013, CEO Tony Hsieh announced that the company would restructure its organizational model to use Holacracy.[42][43]

Customer service

Cubicles in the Zappos Headquarters

On average, Zappos employees answer 5,000 calls a month, and 1,200 e-mails a week (except in the holiday season, when call frequency increases significantly).[10] Call center employees don't have scripts, and there are no limit on call times.[44] The longest call reported is 10 hours 29 minutes.[45]

Zappos employees are encouraged to go above and beyond traditional customer service.[46][47] In particular, after a late night of barhopping and closed room service, Hsieh bet a Skechers rep that if he called the Zappos hotline, the employee would be able to locate the nearest late-night pizza delivery.[48] The call center employee, although initially confused, returned two minutes later with a list of the five closest late night pizza restaurants. Inc. Magazine notes another example when a woman called Zappos to return a pair of boots for her husband because he died in a car accident. The next day, she received a flower delivery, which the call center rep had billed to the company without checking with her supervisor.[49]

Zappos often gives "surprise" free upgrades to overnight shipping for customers,[50][51][52] though their website reports that delivery will take two to five business days.

Social media

CEO Tony Hsieh encourages his employees to use social media networks to put a human face on the company and engage with customers, following their core value #6: "Build Open and Honest Relationships With Communication.".[53] Zappos employees maintain an active presence on:

  • Twitter: Zappos run its own Twitter microsite for its 500 employees registered on Twitter. Among them, Tony Hsieh is one of the most followed persons on Twitter with 2.75[54] million followers.[55] Employees are encouraged to use their Twitter accounts for casual communication rather than promotions or marketing pitches, in an effort to humanize the company, like when Hsieh tweeted before going onstage at a tech conference: "Spilled Coke on left leg of jeans, so poured some water on right leg so looks like the denim fade."[49]
  • YouTube
  • Facebook
  • Corporate blogs: Zappos runs several blogs[56] covering topics related to its business.

Additional ventures

In 2008, Zappos launched Zappos Insights, which aims to help other businesspeople refine their company culture and customer service.[57] For $40/month, participants are offered access to a subscription video service that lets companies ask questions to Zappos employees.[58][59] Zappos Insights also offers a three-day bootcamp where participants visit the headquarters and have meetings with Zappos executives.[60][61]

In 2007, Zappos acquired 6pm.com, which has bargain shoes, clothing and accessories.[62][63][64] In May 2010, 6pm accidentally priced all their merchandise at $49.95, including items like GPS navigators.[65] They honored the pricing glitch, taking a $1.6 million loss.[66]

Zappos sponsors the "Zappos Rock 'n' Roll Las Vegas Marathon and ½ Marathon," which draw 28,000 runners each year.[67][68] They also sponsor the Zappos WCC basketball championships.[69] During the tournament, Zappos hosts "Kidz Day," which outfits local Las Vegas kids with a new pair of shoes and an event T-shirt.[70]

The company also sponsors a stretch of highway (Interstate 15 in Nevada) in the Las Vegas Valley area.

Recognition

Zappos has been featured in many publications, including the New Yorker, USA Today, New York Times, CNN, Inc. magazine, the Washington Post, CBS News, the Los Angeles Times, the Chicago Tribune, and Forbes.[6][7][9][20][38][71][72][73][74][75][76]

Zappos was ranked 23rd on the Fortune magazine's list of "Best Companies to Work For" in 2009, 15th in 2010, sixth in 2011, dropping slightly to 11th in 2012.[21][77][78][79]

References

  1. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  2. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  3. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  4. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  5. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  6. ↑ 6.0 6.1 6.2 Jacobs, Alexandra. Happy Feet: Inside the online shoe utopia The New Yorker. September 14, 2009.
  7. ↑ 7.0 7.1 Lua error in package.lua at line 80: module 'strict' not found.
  8. ↑ I Am CNBC Tony Hsieh Transcript CNBC. August 15, 2007.
  9. ↑ 9.0 9.1 9.2 9.3 9.4 9.5 Hsieh, Tony. How I Did It: Tony Hsieh, CEO, Zappos.com Inc. Magazine. September 1, 2006.
  10. ↑ 10.0 10.1 10.2 Young, Marcie. Zappos Milestone: Focus on Apparel Footwear News. May 4, 2009.
  11. ↑ Zappos Milestone: Q&A with Nick Swinmurn. Footwear News. May 4, 2009.
  12. ↑ 12.0 12.1 12.2 12.3 12.4 12.5 Zappos Milestone: Timeline. Footwear News.
  13. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  14. ↑ Kumler, Emily. LV pair near top of Inc.'s fastest-growing companies list. Las Vegas Review-Journal. October 26, 2004.
  15. ↑ Nie, Winter and Beverley Lennox. Case Study: Zappos. Financial Times. February 16, 2011.
  16. ↑ Brady, Diane. Tony Hsieh: Redefining the Zappos’ Business Model. Bloomberg Business. May 27, 2005.
  17. ↑ Marshall, Matt. Sequoia’s bet on Zappos. Silicon Beat. October 29, 2004.
  18. ↑ Chessman, Kristin. Young Millionaires Who Made It Bigger. Entrepreneur. October 5, 2007.
  19. ↑ McDonald, Duff. Case Study: Open Source at Zappos. Baseline Magazine. November 10, 2006.
  20. ↑ 20.0 20.1 Mitchell, Dan. Shoe Seller's Secret of Success. The New York Times. May 24, 2008.
  21. ↑ 21.0 21.1 100 Best Companies to Work For. Fortune. 2009.
  22. ↑ Hsieh, Tony. CEO Letter. Zappos.com. July 22, 2009.
  23. ↑ 23.0 23.1 Lacy, Sarah. Amazon Buys Zappos; The Price is $928m., not $847m. TechCrunch. July 22, 2009.
  24. ↑ McCarthy, Carolone. Amazon to snap up Zappos. CNet News. July 22, 2009.
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  31. ↑ Schoenmann, Joe. How Zappos’ move to downtown Las Vegas was sealed Las Vegas Sun. Dec. 6, 2010.
  32. ↑ Landau, Blake. 4 Questions With Tony: What Other Businesses Can Learn from Zappos CMS Wire. December 13, 2010.
  33. ↑ 33.0 33.1 Medina, Jennifer. Las Vegas Gets New City Hall, and a Mullet. The New York Times. December 26, 2010.
  34. ↑ Schoenmann, Joe. Zappos views Las Vegas City Hall as perfect fit for new headquarters. Las Vegas Sun. Nov. 29, 2010.
  35. ↑ 35.0 35.1 Cheng, Andria Zappos, under Amazon, keeps its independent streak. Market Watch. June 11, 2010.
  36. ↑ Slatalla, Michelle. Style by Way of Grandmother’s Closet. The New York Times. October 7, 2004.
  37. ↑ 37.0 37.1 Twitchell, Jeremy. upstart to $1 billion behemoth, Zappos marks 10 years. Las Vegas Sun. June 16, 2009.
  38. ↑ 38.0 38.1 Mui, Ylan. Online Sales Shift: Apparel Outpaced Computers in '06. Washington Post. May 14, 2006.
  39. ↑ Spotlight on BBBOnLine Participant Zappos.Com. BBBOnLine. June 2005, Vol.5 No. 6.
  40. ↑ Cerny, Jeff. 10 questions on customer service and 'delivering happiness': an interview with Tony Hsieh Tech Republic. October 1, 2009.
  41. ↑ Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization, Leonardo Inghilleri and Micah Solomon, Amacom Books (New York), p. 116, 2010
  42. ↑ Aimee Groth, "Zappos is going holacratic: no job titles, no managers, no hierarchy," Dec. 30, 2013, www.quartz.com, URL=http://qz.com/161210/zappos-is-going-holacratic-no-job-titles-no-managers-no-hierarchy/
  43. ↑ Gregory Ferenstein, "Zappos just abolished bosses. Inside tech's latest management craze," July 11, 2014, www.vox.com, URL=http://www.vox.com/2014/7/11/5876235/silicon-valleys-latest-management-craze-holacracy-explained
  44. ↑ Charleton, Graham. Q&A: Zappos' Jane Judd on customer loyalty. Econsultancy. November 4, 2009.
  45. ↑ "Zappos breaks record with 30 hour customer service call", GlobalPost, December 22, 2012.
  46. ↑ Magil, Ken. Worker’s Paradise. Direct Mag. October 1, 2007.
  47. ↑ Dubner, Stephen J. Customer Service Heaven. Freakonomics.
  48. ↑ Hsieh, Tony. Delivering Happiness: A Path to Profits, Passion, and Purpose. Hachette Book Group, 2010.
  49. ↑ 49.0 49.1 Chafkin, Max. The Zappos Way of Managing. Inc. Magazine. May 1, 2009.
  50. ↑ A Shine on Their Shoes. Business Week. December 5, 2005.
  51. ↑ Mickiewicz, Matt. How Zappos Does Customer Service and Company Culture. Sitepoint. March 30, 2009.
  52. ↑ McGregor, Jenna. Safeguarding Customer Service in a Recession. MSNBC. February 22, 2009.
  53. ↑ Palmer, Kimberly. Want the Best Deals? Check Twitter or Facebook. US News and World Report. July 15, 2009.
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  57. ↑ Zappos Insights.
  58. ↑ Morissey, Brian. Zappos Insights Launches Service. Adweek. December 15, 2008.
  59. ↑ Palmeri, Christopher. Zappos Retails Its Culture. Bloomberg Businessweek. December 30, 2009.
  60. ↑ Cheng, Andria. Zappos’s grand mission doesn’t involve selling shoes. Market Watch. September 13, 2008.
  61. ↑ Ransom, Diana. Zappos.com Dips Toes into Management Consulting. Smart Money. December 18, 2008.
  62. ↑ New Zappos: Shoes—and gadgets to boot. CNet. April 18, 2008.
  63. ↑ Zappos Steps Up to Acquire 6pm.com. Internet Retailer. July 10, 2007.
  64. ↑ Dilworth, Dianna. Zappos.com acquires 6pm.com for increased shoe retailing presence. Direct Marketing News. July 10, 2007.
  65. ↑ Albanesius, Chloe. Zappos-Owned 6pm.com Glitch Prices Everything at $50. PCWorld. May 24, 2010.
  66. ↑ Nosowitz, Dan. Zappos Loses $1.6 Million in Six-Hour Pricing Screw Up. Fast Company. May 24, 2010.
  67. ↑ 2nd Annual Zappos.com Rock n’ Roll Las Vegas and ½ Marathon. Zappos.com. December 21, 2010.
  68. ↑ Rock ‘n’ Roll marathon heads under lights. Las Vegas-Review Journal. March 7, 2011.
  69. ↑ Zappos.com named title sponsor of the WCC Basketball Tournament in Las Vegas. We Do It All Vegas. September 9, 2009.
  70. ↑ Partners Host Third Annual WCC Kidz Day, Powered by Zappos.com. WCC Sports. February 10, 2011.
  71. ↑ Zappos CEO Tony Hsieh likes business-minded books. USA Today. June 6, 2010.
  72. ↑ Hot Summer Styles On A Dime. CBS News. May 16, 2009.
  73. ↑ A conversation with Zappos CEO Tony Hsieh. The Los Angeles Times. June 29, 2010.
  74. ↑ Kellog, Carolyn. These boots are made for reading. The Los Angeles Times. July 23, 2009.
  75. ↑ Rose, Barbara. Zappos pays to weed out uncommitted workers. Chicago Tribune. June 16, 2008.
  76. ↑ Coster, Helen. A Step Ahead. Forbes. May 8, 2008.
  77. ↑ 100 Best Companies to Work For. Fortune. 2011.
  78. ↑ 100 Best Companies to Work For. Fortune. 2011.
  79. ↑ 100 Best Companies to Work For. Fortune. 2012.

External links

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