I bought a pair of boots from Nordstrom in Vegas a few months back. Unfortunately, the leather was ruined, most likely from the infamous Vancouver rain. All I wanted to know was how I could restore my beloved boots back to their original condition, so I called up Nordstrom for advice. 
I blurted out, “There’s something wrong with my boots…”
“We’ll exchange them,” interrupted the sales associate before I could explain what was wrong, or the fact that I didn’t even want to return them. I tried to ask how to fix the leather; however, the only advice the associate could offer was “exchange” and “return.”
At that moment my mind flash-backed to the article Happy Feet from Comm 101. Zappos’ lenient return policy and outstanding customer service cost them nearly all of their revenue. It clearly shows in the numbers: their gross sales were over a whopping $1 billion but their net profit was a mere $10.8 million.
I wondered, “How does Nordstrom, the massive retailer that boasts the legendary tire return legend, achieve profit growth and continously growing revenue?” One explanation may be word-of-mouth. If most consumers are anything like myself, they shop at Nordstrom not to take advantage of the nonexistent return policy, but because they enjoy receiving genuine customer service- something that’s becoming extinct. (Holt Renfrew anyone?) And unlike some people, I become way too attached to my clothes to return them.