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