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PM: Did you run into any problems with the promotion, and if so, how did you overcome them?
PK: Before there was Zappo's, we provided return labels with every pair of footwear that was fulfilled and made it easy for people to exchange shoes if the fit or style wasn't what they wanted. Many people worried that dissatisfied recipients could have a negative impact on the program. By being proactive about this objection, it never became a factor. Fewer than 1 percent of the premiums needed to be exchanged.
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Michael Cornnell
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