How Zappos Wins by Being Customer-Centric: NRF 2020

Being customer-centric is an important quality for any successful retailer. Alex Genov, Head of Customer Research for Zappos, joined MarketScale’s Geoffrey Short at NRF 2020 Vision: Retail’s Big Show to discuss what customer-centricity means to Zappos.

“I’ve been on a mission to basically tell businesses and companies to understand their customers as people. Not as shoppers, not as users, not as callers. And there’s a subtle difference,” said Genov.

This difference manifests itself in the way that retailers approach crafting the customer journey. “It’s all great to look at big data and statistics, but without understanding individual customers…it’s very hard to build emotional and memorable experiences,” Genov said.

The key to success in this area is finding the balance between two equally important aspects of retail. “Whoever cracks that balance between big data and understanding customers on a deeper level, those retailers will win,” according to Genov.

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