The rate of internet usage in the world is unbelievable. In this digital age, companies no longer rely on the outdated means of communication to gain customer loyalty. With the emergence of the social media, companies have created platforms where they can exchange ideas and promote brand loyalty (Boone, & Kurtz, 2013). The virtual communities and network created have significantly retained customers and boosted the credibility of the organization. In particular, Zappos’ core strategy is customer experience, and the company ensures it delivers happiness to its website customers. This report posits a detailed explanation of how Zappos uses social media such as Pinterest and Instagram to connect with the customers and achieve their loyalty.

Instagram and Pinterest have similar end goals. Zappos uses the two platforms to deliver messages and essential information to their clients through photos. Precisely, the online fashion retail company does much better job of engaging its customers on Instagram. They have set an optimized business Instagram account (@zappos) that has a link to boost traffic. Zappos uses Instagram as a platform where they can tell a story of their style shoots. They engage in behind the scene photography to build a personal bond and provide customers with information about Zappos culture (Clay, 2012). For example, the company posted a photo announcing trivia night. Zappos held such an event in support of a local charity. Also, they provide style tips and use the Instagram hashtag to generate content campaigns. The images of the company’s products such shoes and clothing are more interesting and attractive than on Facebook (Clay, 2012). They have good variation in content. Similarly, the company’s Instagram account has creative and professional videos that are appealing to the users. They provoke emotions and actions hence influencing customers through inspirations.

Also, Zappos uses Pinterest to revolutionize the way consumers find and share information on fashion. It uses Pinterest’s real-time data to get the attention of customers to the pinned items. Recently, the company launched a site called PinPointing. It is a new tool that had been designed to recommend the company’s products based on different Pinterest pins and board. The company uses Pinterest as a mall for window shopper. However, it hopes that the launch of PinPointing will drive web traffic from Pinterest to Zappos website. PinPointing adds a complex and interactive layer to Pinterest. According to the social scientist at Zappos, the customers are approximately 13 times more likely to share on Pinterest what they purchased than on Facebook or Twitter (Welch, 2013). Users will access the site by opening PinPointing and enter the board name. PinPointing tool will suggest Zappos products that are similar making it easy for the customer to purchase them. Similarly, customers can discover retailer’s most popular items. The company has 15,000 items on its website, and the Pinterest tool offers an easy way for the consumers to find products that were difficult to find (Welch, 2013). Therefore, since customer’s demand is rapidly changing, Pinterest is an excellent tool that helps retailers to know what their customers love most. The better the company knows the taste and preferences of their customers, the better it can promote its brand loyalty and encourage customers’ attention.

In conclusion, Zappos has retained more customers due to its competitive use of social media platform. The company conducts social media campaigns through Instagram to keep the loyal customers engaged. The advertisements posted on Instagram are appealing and allows the customers to believe that the company is ready to build a lasting relationship with them (Boone, & Kurtz, 2013). Also, Zappos customers can get product recommendations based on Pinterest activity thanks to the PinPointing tool.  The new tool increases consumer engagement and also results in new discoveries; hence building customer loyalty.

Reference

Boone, L., & Kurtz, D. (2013). Contemporary marketing. Cengage Learning.

Clay, K. (2012, November 30). Why business should use social media for customer service. Retrieved from http://www.forbes.com/sites/kellyclay/2012/11/30/why-businesses-should-use-social-media-for-customer-service/#6c4b7e7113f3

Welch, A. R. (2013, November 13). Big retailers turn to Pinterest to drive E-commerce sales. Retrieved from http://www.innovativeretailtechnologies.com/doc/big-retailers-turn-to-pinterest-to-drive-e-commerce-sales-0001

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