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How does Zappos expand 20 percent in the midst of the worst downturn in decades? It used excellent service to create a huge and devoted customer basic. It earned some oxygen - and fresh ideas. And it acquired social. Here's how you can follow in Zappos' footsteps.Whenever he fulfills someone, Tony Hsieh asks if the person has ever before shopped at Zappos.com, the online boot store he heads. One day, Hsieh's question triggered a harangue. The man's wife had spent $60,000 in a single calendar year on Zappos. "I should pay you to eliminate [her] name from your data source," he said. Hsieh was inspired. Soon afterward, he released that his boot store would give a "Cease and Desist" service. For the humble sum of $50,000, Zappos would agree to permanently disable the profile of a wife, husband, or spouse. No one has accepted that tongue-in-cheek offer. But the whole caper was of a bit with a company that has put having a great time in the centre of its general population image and commercial culture. That, along with a smart, ever-evolving business plan anchored in superlative customer service, has made Zappos one of the rarest of business phenomena - an venture that thrives by breaking almost every guideline of retailing, online and off.
