I read an article today on Entrepreneur Magazine which is talking about a story of a women who purchased a winter coat from on line retailer Zulily. But when she decided not to keep it, she contacted probably the costumers service. And then the surprise happened, they told her not to return it but she may give it to some one who needs a winter coat or just donate it! at first when i read the story i wasn't surprised, because it happened to my wife couple of weeks ago..yup, she received a package from Carter's and it contained a 12T size girls new dresses, which unfortunately we never ordered it. So she contacted them on line and they thank her and said: just to donate it!
I think this might be a new trend in business, which will be a great marketing idea to gain loyalty. But is it applied to any costumer? or is it just for loyal ones? or is it a new way to increase the becomers . the most important thing i am questioning about this marketing strategy is how far it might go. I am talking about taking the advantage of costumers sympathy to increase the brand penetration in the market. And how is business ethics are going to set the limits for it.
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