Son of Zappos.com Is Chasing Me Around Europe!
Last month, I shared the story of how I went to Zappos.com looking for a pair of 8-1/2 EEEE shoes and then bought them direct from the original manufacturer (New Balance).
Whereupon for many days thereafter, as I surfed the Internet, I was followed around onto various landing pages by Zappos ads showing me teeny-tiny pictures of shoes that I had looked at and failed to buy from Zappos.
The upshot: I was creeped out.
"Zappos.com Is Chasing Me All Over the Internet" was one of the most-read-and most-commented-on-stories of the year according to the editor of Target Marketing. It attracted long screeds from some readers telling me I should get out of the business or get with the program of modern Internet marketing, while others agreed with me that "Big Brother" surveillance is indeed creepy.
Only one correspondent "got it"-understood how I should have been approached to re-think my decision not to buy shoes from Zappos.com. From Amy Fanter:
Would it be really wrong of me to say that while I find these ads highly invasive, I find it highly offensive that they don't really do a good job in closing the sale. Ostensibly you're seeing re-targeted ads because you've gone to a site and fallen out of a shopping cart. Or maybe the seller thinks that if they feed you the right offer you will come back and buy again. The reality is most of these re-targeted ads aren't good because they don't follow the basic tenants of DM. If they did, they'd be a whole lot more effective. Bottom line, if you're going through the trouble to chase me down, why not treat me to a discount? Or a reward to return to the site. Creepy is whole lot less creepy when it serves my self-interest ...