E-commerce Insights: Take a Page From the 14th Century

This ad is a pay-per-click haiku gem. Free shipping both ways “is an integral part of our marketing and business success,” says Andy Kurlander, Zappos.com’s senior marketing manager. Seeing free shipping as a marketing expense, Kurlander says, “We get a lot of e-mail from customers telling us they wouldn’t shop from us if we didn’t offer it.”