[chiefalchemist]

> It wasn't clear if Zappos did anything beyond customer service.

But ultimately, isn't that what Zappos is? Their bread & butter? Footware is a commodity. Ecomm stores more or less a commodity. Fulfillment? The same.

The key point to being unique? Service. A lesson more ebusinesses wpuld be wise to learn.

[gowld]

Zappos was free returns.

[chiefalchemist]

The irony? Ppl then order more and are likely to keep more. Free returns is a means, not an ends.

[dexterdog]

Most people I know order 3 or more to try and keep the one they like returning the others. Not sure how you can compete on price when people are doing that.

[mdorazio]

Easy. Don't compete on price. Compete on long-term customer value.

[ashtonkem]

Customers will pay a premium if they think you’re going to take care of them.

That’s basically the business model of REI; they rarely have the best prices, but if something breaks they’ll make it right.

[chiefalchemist]

My ecomm rule is:

"Doubt is a dealbreaker."

Whether the question is returns or something else. Few will open their wallet if they have doubt. Unlimited and free returns removed a large amount of doubt. If fact, as mentioned, it likely triggered more sales.

You'd have to spend a significant amount of marketing budget to get what Zappos did from their return policy and customer service. Those weren't expenses, they were investments.

This actually applies to all relationships.

[ponker]

That's why Zappos doesn't compete on price, I've never seen a shoe there listed at anything but MSRP. I still buy all my shoes there because I'm very picky about fit, so I order several pairs, wear them around the house, and then pick what I'm keeping and send the rest back.