What Any Catalog Success Reader Should Learn From Zappos.com

I always welcome your feedback on any issues I explore here, but for this one in particular, if you can’t find at least one usable idea, I want to know. Just click on the comment buttons you can find on our site beside and beneath this column. In the meantime, feast on these...

1. The e-commerce business is built on repeat customers. “When we first started,” Hsieh said, “we did what every other dot-com did: spent a lot of money on ad campaigns to acquire as many customers as possible. This is a good idea if your goal is to lose as much money as possible. Instead, we started focusing on repeat-customer behavior.”