With the benefit of hindsight 15 months later, Young noted recently: “We loved making it [the ZN app] and sharing a new shopping experience with our customers. There was a lot of positive feedback from our customers and our brands, but we didn’t quite make the traction we were hoping for. We’ve shut it down for now and are taking those learnings into new projects.”
Could those new projects integrate inkjet printed magalogs? Probably not in the present fiscal budget at the digi-central firm.
While Zappos.com management is aware of the content customization opportunity offered by data mining and digital print production, the Internet retailer has “no real plans to invest further, outside of infrequent testing in direct mail,” added Darrin Shamo, its director of online marketing. “The magalog was originally conceived as a channel extension for brand co-op, though it evolved to become a way to reach beyond our email house file,” he explained.
The e-tailer also stopped producing its “Zappos Life” printed catalog in 2010, after rave reviews a year earlier that average per-transaction sales were consistently twice what it had achieved online. The publication was targeted at the over-40, female crowd, but its momentum fizzled.
“After several years of testing and iteration, we determined that the curation required and the return against it no longer justified its place in the traffic mix,” added Shamo.