Honesty as the Best Shipping Policy

“When we started the catalog, we were all neophytes,” says Hamel. “Like most catalogers, we based our shipping charges on order price. But since we were shipping a lot of low-cost, high-weight items, it no longer made sense to charge customers shipping fees based on product price. Customers on the East Coast were asking why our charges were so high. So we decided to go the route we’ve always gone as a business: Tell the truth. Somehow it always seems to work.”