There are many online shoe sellers in the market, but everyone knows Zappos and talks about their fantastic customer service. How to stand out from fierce competitions and win more customers, I think Zappos gives us a good answer. After listening to How I Built This, Zappos: Tony Hsieh, I found out that developing a world-class customer service is the key brand differentiator to make Zappos very successful as a online shoe seller.
Zappos offers free shipping and free return service and nobody else did this in the very beginning. We all know that return is always a big hassle for everybody, but Zappos makes it easy for his customers. Zappos’ website is very simple and easy to use. The videos for trying on shoes are very interesting and make the shopping experience very enjoyable. I purchased one pair of shoes once and the delivery time showed was 3 days, but the next day, when I opened the door, the shoes I purchased the yesterday morning arrived the next day. It really wowed me and I have become a very loyal Zappos’ customer since then.
The key brand differentiator can help customers facilitate their decision making process. For example, when a customer wants to buy shoes online with good customer service, they will go Zappos directly instead of spending time shopping around. If someone has sensitive teeth, he knows that Sensodyne toothpaste will be the best option for him. Developing the brand differentiator will also help companies remain sustainable success in the market. The differentiator will own a place in customers’ mind and create significant values to your organization. However, not all the differentiators will do the same to your brand. Only the meaningful differentiators that matter to customers will make the difference. Some companies cut the price to stand out from the competition, but it is not a long run beneficial strategy. Starbucks charges more than regular coffee shops but customers don’t mind paying because it created a successful brand differentiator to appeal customer’s emotion.
Why you not others? Develop a meaning key brand differentiator that customers matter.