The Process Is the Brand.

Why is Zappo’s so popular?  You might talk about the deep selection offered by the online shoe retailer, or guess that it’s pricing that makes them prosper.  But the truth is probably much simpler.  With free shipping and free returns for a year, Zappo’s removed the argument for not buying from them.  Then selection and price did the rest.  What argument can you remove from the buying decision by changing your processes?