Steve Hoffman

Anyone who moves SKUs online knows that shopping cart conversion is the name of the game. The problem is finding the closing strategy that works best for a particular retail site. After having little success with several strategies, David Hausmann tried something different. The president of Bright and Sleek, an online home theater retailer based in Hallandale, Fla., Hausmann found a way to offer every one of his customers a 90-day, no-questions-asked, money-back guarantee. In other words, no matter what reason customers may have for not enjoying the 50-inch plasma or surround sound system they purchased from Bright and Sleek, they can return it

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