Does not Work? This is the End
If you live in Switzerland (like me) or in Germany you often doubt if any of the shop owners understand what service really means.
Many of us bought things on- or offline that were not perfectly working or did not keep the vendor’s promises. And we all are familiar with the problems that occur in these cases. Many vendors try to make us believe that it is our own fold that thing broke or that we are simply inapt to handle it properly. This is typically the end of a harmonious consumer-seller-relationship. Some years ago I bought a very expensive shoe from a renowned shop. Two days later (I had worn them for maybe 2 hours) there was a problem with a buckle. I went back to the shop and the shop manager looked at me with a Medusa-like look telling me that it was not her fault. Well, I did not accuse her in the first place but just asked her to get it fixed because given the price I expected this to be a warranty case. I still like the brand but since this I always buy it in a different shop.
Some shops already understand that it is not the right way to deal with clients if you want them to come back and improved their process.
The Importance of Post-Sales
Again, I come back to Amazon since I experienced post-sales to be one of their strengths. I once ordered a physical book and the postman only delivered the empty package leaving me a message that he informed the police because the content had been stolen. I informed Amazon about this and almost instantly received an answer by e-mail telling me that they just sent the book again and apologized for the inconvenience. This makes me a returning client.
From my perspective the risk of buying the wrong size or not the right fit is even higher when one buys clothes online. So it must NOT be a problem to send it back within a certain period of time without being charged.
The most important thing to attract customers is the presales phase. However, if shops want returning clients that require a minimum effort in the pre-sales phase but enter the sales process straight away they better make sure their post-sales is impeccable.
As for me I buy books and other things online for simple convenience. But I enjoy the process of shopping too much to buy everything online. In other works I can shop for the sake of shopping coming home tired and with nothing more than a new nail varnish.