Paid Product Warranties: Two Marketing Case Studies one good and one horror story

UPDATE: Right after this article was published, I got a call from someone at CompUSA.  They told me two things. 1. That the CompUSA I was writing about was out of business and the NEW CompUSA would never treat customers with warranty issues so shabbily. 2. That they had made arrangements for me to get [...]

Your company’s product guarantee policy: reducing the barriers to purchasing

Some years ago I worked for a clothing cataloger that offered a no strings attached, lifetime money back guarantee.  Occasionally we received a tattered well used article of clothing back 2-3 years later, but mostly the guarantee worked for us.  We were pioneering organic fiber fashion and as a company wanted to do everything we [...]