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I think it's because of our focus customer service and company culture. Our whole belief is that if we get the culture right, then most of the other stuff, like delivering great customer service or building a long term enduring brand, will happen naturally on its own.<br />
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We've grown from almost no sales in 1999 to over $1 billion in gross merchandise sales in 2008. The #1 driver of that growth has been through repeat customers and word of mouth. On any given day, about 75% of our orders are from repeat customers. Our philosophy is to take most of the money we would have spent on paid advertising/marketing and put that into the customer experience instead, including things like free shipping both ways, our 365-day return policy, and staffing our call center 24/7.</p>
Interview:
Interview with Entrepreneur Tony Hsieh
