The Double-Guarantee

July 17, 2007

If someone told you that 25 percent of all products sold from your Web site were returned, would you be happy?

For Zappos, that answer is yes.

I found this NPR article that has a quick-tip takeaway: if it makes sense for your business, encourage contrarian behaviour that creates a larger amount of comfort.

For Zappos, that means encouraging returns with free shipping.  NPR says this has helped Zappos grow by 6x from $100MM to $600MM a year.

“Some of our best customers are people who return a lot of shoes,” said
Craig Adkins, vice president of operations at Shepherdsville, Ky.-based

Written by Scott Hurff.  scott.hurff at channeladvisor