No excuse returns may seem strange to some, but it has really made me faithful to REI. With that policy, I feel comfortable to buy knowing that the company is giving me the insurance of me getting a quality product; either the first try, or the second. I return 1 of 10 orders aprox. and I’m sure it makes sense to their bottom line.
Response time is a big one for me. I understand some industries, like FF&E, have outstanding friction in sales & quoting to repel bad clients. The truth is, this makes it incredibly difficult for people that are serious about purchasing a product. I wonder if there’s a way to apply “selective friction”, in order to customize the flywheel depending on the type of customer. Slow down the impulse buyers, expedite the serious ones.