Proactive Communication Mode (PMC) of Zappos: The Success of Consumer Engagement
Journal of Economics, Management and Trade · pp. 1–9 · Published 2 Feb 2017
10.9734/BJEMT/2017/31247Abstract
The internet is filled with successful stories that inspire others to work hard. Zappos build a strong brand based on proactive communication. Zappos is a success story not just because of the financial gain, but also because the proactive communication model (PMC) the company used. The proactive communication model refers to the degree of which employees anticipate the consumers' needs and desires. We emphasize the importance of consumer engagement on that communication model and how this model helped the brand to success. The brand starts the communication process from the time when the company chooses the employees. We propose the flow of the PCM at the end. For the current study, the critics of the brand strategy, conclusions, and implications will be under discussion.
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