The Double-Guarantee

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 behavior 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 Zappos.com.

Written by Scott Hurff.  scott.hurff at channeladvisor