Endless Shoes Ends Here

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Endless Shoes Ends Here: Dethroning the King of shoes (Zappos) MKT506: Integrated Marketing Communication Aisha Ali Professor: Dr. Brian J. Mc Cue 02/28/2012 Establishing a strong brand image and online shoe boutiques E-commerce in regards to online shopping has become a huge phenomenon. According to a Nielsen report, Trends in Online Shopping, more consumers prefer online shopping compared to physically shopping in stores or malls. According to this survey, 85 percent of the world’s online population has used the Internet to make a purchase, and more than half of these Internet users are regular online shoppers, making online purchases at least once every month. (Nielsen, 2008) Amongst these online shoppers, are online shoppers who love purchasing shoes. Online or e-commerce shoe boutiques have become quite popular, particularly with the introduction of Zappos, which has sparked the creation of numerous online shoe boutiques, such as Endless Shoes. Nevertheless, these companies have never quite achieved the success of Zappos. When becoming a successful business, especially when concerning online businesses, it is important to establish a brand and to understand the fundamental steps of branding. When a customer thinks of a company, the first thing that comes to mind should be how the company benefits consumers— how the company has bettered consumer culture through its product, but most importantly, its service— customer service that is. Zappos is a brand that is always used as an example because it was a small company, which built its way up to become a giant in the e-commerce world. Zappos, which was once known for shoes, is now known primarily providing superb customer service, and this is because Zappos has done a great job at establishing its brand image. Endless Shoes, another shoe boutique in the e-commerce world, is also

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