February 18, 2009
Zappos to Introduce Customizable Web Pages
By
Tom Ryan
The
next step in online shopping could be greater use of web pages that
customers can customize to suit their own preferences. That’s the hope
for Zappos, which is using in-house technology and developers to introduce
such customization on its e-commerce site later this year.
Based
on an automated recommendations engine as well as past purchasing behavior,
shoppers on Zappos.com will be able to rearrange how they view content
by category and style.
"People
now say ‘Wow’ about our customer service, but we want them to say ‘Wow’
about our website," Brian Kalma, director of user experience, told Internet
Retailer. "We see an opportunity for customers to create their
own experience on Zappos. When you come to our site, you can determine
what you want to see."
The
arrival of customization
also supports Zappos
expansion beyond shoes to apparel and accessories. Online browsers will
be able to view
complete outfits taken from the site’s multiple product categories.
Zappos
will also incorporate more social networking into its product pages, making
it easier for shoppers to share information with friends through networks
like Twitter and Facebook, Mr. Kalma added. In fact, Zappos CEO (identified simply as "Tony") is a frequent Twitter user with
over 97,000 followers. His "tweets" range from asides about what he had for
dinner to philosophical advice: "Be Humble: ‘In the beginner’s mind there
are many possibilities, but in the expert’s mind there are few.’ – Shunryu
Suzuki."
Management is encouraging all of its employees to share information
on social networks and to develop their own product videos to share with customers
on Zappos.com."This
all allows us to create a better emotional connection with customers," Mr.
Kalma said.
Discussion
Questions: What do you think of the potential for user-customized web
pages for e-commerce sites? What do you think will be the next big leap for
online shopping?
BrainTrust
Recent Discussions
Discussion Questions
Poll
Love this. Putting the shopper in control is the name of the game.
I believe that shoppers will begin their shopping journeys with their preferences, not just for product, but for ground rules of engagement with the retailers. This preference profile could extend to mobile and in-store interactions.
Very Cool, Zappos.
Zappos has forged the way for so many retailers, and here’s another example. Tony Hsieh’s willingness to see the company the way the customer sees it is what drives Zappos’ success. I’ve had dinner recently with numerous CIOs who say that their CEOs give little thought to what the customer thinks…that may explain some of the issues retail has.
This concept will mostly be popular with the millenials and the Gen X age group. They’re individualists and will like the customization. Boomers don’t care so much and just want to buy the product they’re looking for at the right price, service and convenience.
Once again, Zappos is leading the way. The ability to customize web pages and go across categories is a great concept. It’s all part of giving consumers what they want, when they want it. Some retailers would be hesitant to give consumers so much control of their shopping experience. Zappos knows that control and great customer service = sales.
I expect a number of other online merchants to follow Zappos’ lead. Now if brick and mortar could just do the same….
This approach to online shopping makes all the sense in the world. I am surprised it has not been better embraced by many retailers. The great feature of the “virtual world” is that it can be whatever the customer needs. To this point, online retailers should begin by asking customers “Why are you visiting us today?” The rest of the website interaction would be completely different if the customer says “just browsing” or “I need to find a pair of dress shoes.” By combining the objective of the visit with the frequent shopper data regarding age, gender and taste, the website experience can be targeted to meet the customer’s needs.
Of course this opinion is being provided by a male shopper who hates to go to the store. The website should react completely different to someone who considers shopping fun. Then again, I guess in this economy most shoppers are becoming more practical.
User customization builds affinity for the site and if executed well will ensure the user comes back. The challenge is making sure the user spends enough incrementally to justify the little extra server space and the much larger development costs. Customizable could mean a gateway between the user’s existing online sites (Facebook, etc) to theirs: “Look what I found at Urban Outfitters” is posted to all of the user’s online friends with a photo, price and ‘order instantly’ functionality.
If there’s one e-tailer out there in desperate need of a customizing platform, it’s Zappos (let’s make Amazon second). I’m a big evangelist for Zappos; however, one of the capabilities that makes them so compelling (their vast selection of brands and styles), has the potential to overwhelm shoppers so much that they won’t experience Zappos’ other differentiators (superior customer service, quick shipping and uber-lenient return policies). I’ve marveled at the amount of time I spend on Zappos making a single shoe purchase. Fun? Yes–however, it also makes me hesitate to use Zappos when I’m in a less browsy mood. Any etailer whose calling card is broad and deep selection should be exploring this capability; not as a groovier-than-thou play but as a way of holding onto customers who want to cut to the chase.
Honestly, I have no idea what this means and I’m not sure any of the other commenters fawning over Zappos’ superiority do either. “Customizable web pages” could mean lots of things. Could be algorithmic-driven pages. Could be drag and drop. Could be lots of things. One thing’s for sure, though–they won’t implement unless they see positive results and an uptick in KPIs. Why do you think they used text emails until Nov of last year? Didn’t see positive outcome.
The fact of the matter is that Zappos’ success is predicated on their fulfillment and supply chain, not because they have a superior website. Frankly, the site is so difficult to navigate using anything other than search almost any improvement is a positive.
It’s another highly-focused Zappos move. If you’re not following Zappos on Twitter, you’re missing out. He’s using the venue to probe and test and get real time (and not so real time) feedback. Customizing is key as long as it’s intuitive and has a perceived point or benefit.
Isn’t this what Amazon does today?
They key here is making it relatively easy for the customer to make their shopping experience their own. The value in what Amazon does, and amazingly so few other merchants, is that the work is done for the customer. No one makes it easier to buy stuff, to want stuff and to get stuff than Amazon.
Zappos is indeed on the right track, the key will be in execution and whether Zappos customers will demonstrate the desired level of engagement.
The big question is “what is the customization and how it is being offered?”
My rule is simple: web-page customization has to drive simplification of the shopping experience.
Changing skins, page layout and other cosmetic stuff may keep novelty-seekers happy (for some time, that is), but the average user will find that it is just another thing-too-many on the already over-full to-do list.
Simplification of the user-friendly sort has to be heuristics and analytics-driven, and behind-the-scenes. It has to be driven by not just stated preferences (through options/settings, through drag-and-drop etc.), but unstated–by studying past behaviour in both purchase and browsing. Imagine if you had every customer stating their preference for a physical store layout. In fact does everyone even know what they really want?
The flip side is that this kind of monitoring may sound creepy and 1984-ish to some people. But probably those would also be the people who are blissfully unaware of the fact that in today’s world the only way to remain totally untracked is to not use any form of electronic/communication device at all, or to build each such device (hardware AND software) yourself from scratch.
There is also the balance to be kept in mind between the boundaries the customer defines and promotions that the retailer wants to drive. The consumer may want to control completely what reaches her; the retailer may take the view that there are incredible deals which you just wouldn’t know about if you built impregnable walls around yourself.
For those who’re interested in customization, the British Broadcasting Corporation’s (BBC) document from 2002 about their 2001 website redesign (“The Glass Wall”) is a great resource to refer. It doesn’t seem to be available anymore on the BBC website itself, but copies are available elsewhere on the web.
Smart idea from a smart retailer. It’s responsive to how the individual wants to shop the e-store vs. creating a single shopping experience and having all consumers conform to it. And working to create the emotional connection that’s so lacking in many shopping experiences (both virtual and real world) can only help build long-term loyalty by providing a comfortable, convenient shopping experience where ordinary consumers become empowered shoppers. Good for Zappos!
Zappos’ suppliers won’t let them go deep discount, so Zappos pours its margins into great service. Folks find the site complicated so Zappos realized that self-customization, whitewashed with a self-serving press release, is the way to go.
RetailWire needs a monthly contest: Most Self-Serving Press Release. Different categories: Best Half-Truth; Most Obvious Lie; Claiming To Be The First When You’re Five Years Behind; Ignoring The Obvious; Proclaiming The Obvious; and Fake Statistics.
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Love this. Putting the shopper in control is the name of the game.
I believe that shoppers will begin their shopping journeys with their preferences, not just for product, but for ground rules of engagement with the retailers. This preference profile could extend to mobile and in-store interactions.
Very Cool, Zappos.
Zappos has forged the way for so many retailers, and here’s another example. Tony Hsieh’s willingness to see the company the way the customer sees it is what drives Zappos’ success. I’ve had dinner recently with numerous CIOs who say that their CEOs give little thought to what the customer thinks…that may explain some of the issues retail has.
This concept will mostly be popular with the millenials and the Gen X age group. They’re individualists and will like the customization. Boomers don’t care so much and just want to buy the product they’re looking for at the right price, service and convenience.
Once again, Zappos is leading the way. The ability to customize web pages and go across categories is a great concept. It’s all part of giving consumers what they want, when they want it. Some retailers would be hesitant to give consumers so much control of their shopping experience. Zappos knows that control and great customer service = sales.
I expect a number of other online merchants to follow Zappos’ lead. Now if brick and mortar could just do the same….
This approach to online shopping makes all the sense in the world. I am surprised it has not been better embraced by many retailers. The great feature of the “virtual world” is that it can be whatever the customer needs. To this point, online retailers should begin by asking customers “Why are you visiting us today?” The rest of the website interaction would be completely different if the customer says “just browsing” or “I need to find a pair of dress shoes.” By combining the objective of the visit with the frequent shopper data regarding age, gender and taste, the website experience can be targeted to meet the customer’s needs.
Of course this opinion is being provided by a male shopper who hates to go to the store. The website should react completely different to someone who considers shopping fun. Then again, I guess in this economy most shoppers are becoming more practical.
User customization builds affinity for the site and if executed well will ensure the user comes back. The challenge is making sure the user spends enough incrementally to justify the little extra server space and the much larger development costs. Customizable could mean a gateway between the user’s existing online sites (Facebook, etc) to theirs: “Look what I found at Urban Outfitters” is posted to all of the user’s online friends with a photo, price and ‘order instantly’ functionality.
If there’s one e-tailer out there in desperate need of a customizing platform, it’s Zappos (let’s make Amazon second). I’m a big evangelist for Zappos; however, one of the capabilities that makes them so compelling (their vast selection of brands and styles), has the potential to overwhelm shoppers so much that they won’t experience Zappos’ other differentiators (superior customer service, quick shipping and uber-lenient return policies). I’ve marveled at the amount of time I spend on Zappos making a single shoe purchase. Fun? Yes–however, it also makes me hesitate to use Zappos when I’m in a less browsy mood. Any etailer whose calling card is broad and deep selection should be exploring this capability; not as a groovier-than-thou play but as a way of holding onto customers who want to cut to the chase.
Honestly, I have no idea what this means and I’m not sure any of the other commenters fawning over Zappos’ superiority do either. “Customizable web pages” could mean lots of things. Could be algorithmic-driven pages. Could be drag and drop. Could be lots of things. One thing’s for sure, though–they won’t implement unless they see positive results and an uptick in KPIs. Why do you think they used text emails until Nov of last year? Didn’t see positive outcome.
The fact of the matter is that Zappos’ success is predicated on their fulfillment and supply chain, not because they have a superior website. Frankly, the site is so difficult to navigate using anything other than search almost any improvement is a positive.
It’s another highly-focused Zappos move. If you’re not following Zappos on Twitter, you’re missing out. He’s using the venue to probe and test and get real time (and not so real time) feedback. Customizing is key as long as it’s intuitive and has a perceived point or benefit.
Isn’t this what Amazon does today?
They key here is making it relatively easy for the customer to make their shopping experience their own. The value in what Amazon does, and amazingly so few other merchants, is that the work is done for the customer. No one makes it easier to buy stuff, to want stuff and to get stuff than Amazon.
Zappos is indeed on the right track, the key will be in execution and whether Zappos customers will demonstrate the desired level of engagement.
The big question is “what is the customization and how it is being offered?”
My rule is simple: web-page customization has to drive simplification of the shopping experience.
Changing skins, page layout and other cosmetic stuff may keep novelty-seekers happy (for some time, that is), but the average user will find that it is just another thing-too-many on the already over-full to-do list.
Simplification of the user-friendly sort has to be heuristics and analytics-driven, and behind-the-scenes. It has to be driven by not just stated preferences (through options/settings, through drag-and-drop etc.), but unstated–by studying past behaviour in both purchase and browsing. Imagine if you had every customer stating their preference for a physical store layout. In fact does everyone even know what they really want?
The flip side is that this kind of monitoring may sound creepy and 1984-ish to some people. But probably those would also be the people who are blissfully unaware of the fact that in today’s world the only way to remain totally untracked is to not use any form of electronic/communication device at all, or to build each such device (hardware AND software) yourself from scratch.
There is also the balance to be kept in mind between the boundaries the customer defines and promotions that the retailer wants to drive. The consumer may want to control completely what reaches her; the retailer may take the view that there are incredible deals which you just wouldn’t know about if you built impregnable walls around yourself.
For those who’re interested in customization, the British Broadcasting Corporation’s (BBC) document from 2002 about their 2001 website redesign (“The Glass Wall”) is a great resource to refer. It doesn’t seem to be available anymore on the BBC website itself, but copies are available elsewhere on the web.
Smart idea from a smart retailer. It’s responsive to how the individual wants to shop the e-store vs. creating a single shopping experience and having all consumers conform to it. And working to create the emotional connection that’s so lacking in many shopping experiences (both virtual and real world) can only help build long-term loyalty by providing a comfortable, convenient shopping experience where ordinary consumers become empowered shoppers. Good for Zappos!
Zappos’ suppliers won’t let them go deep discount, so Zappos pours its margins into great service. Folks find the site complicated so Zappos realized that self-customization, whitewashed with a self-serving press release, is the way to go.
RetailWire needs a monthly contest: Most Self-Serving Press Release. Different categories: Best Half-Truth; Most Obvious Lie; Claiming To Be The First When You’re Five Years Behind; Ignoring The Obvious; Proclaiming The Obvious; and Fake Statistics.