retail news in context, analysis with attitude

by Kevin Coupe

Today is February 29. And Amazon-own Zappos.com is celebrating Leap Year with a twist on its usual one-year return policy.

The online retailer said this week that anyone who buys anything from Zappos today will have four years - until the next time there is a February 29 - to return it.

That’s 1,460 days.

Now, this may just be a marketing gimmick.

After all, even though the shopper has four years, the products must still be in the condition they were received and in the original box and/or packaging. And four years is a long time to keep a box, much less a product inn its original condition.

But there’s nothing wrong with marketing gimmicks. Especially clever marketing gimmicks.

They can be an Eye-Opener.
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