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.