Zappos.com spends almost no money on advertising—it doesn’t
have to. Customers are so enamored with the company, they keep
coming back. And they keep telling their friends. Instead of mass
media advertising, Zappos.com focuses on strengthening customer
relationships through marketing directly to customers. Like
its impeccable customer service, the company’s unique promotional
methods are valued by customers. When Zappos.com sends
out an e-mail or Tweet, customers listen. Its strength in direct
marketing, combined with user-friendly Web design, have made
Zappos one of the strongest retailers anywhere.