Zappos is using the leap year to promote its 365-day return policy:
"You can return your purchase for up to 365 days from the purchase date. If you purchase on 2/29 of a Leap Year, then you have until 2/29 the following Leap Year to return those orders. That's four whole years! Woot!"
I love this as a promotion for a quirky brand.
- It's an unusual offer that's made for sharing via social media. So many calendar-based promotions are mundane.
- Even though it isn't a lifetime satisfaction guarantee (as found at Lands End), it doesn't need to be. It fits in neatly with Zappos' high-touch / high-service / "a little weirdness" brand.
- It reinforces and extends one of their key selling points--which helps to reduce their prospects' barriers to buy
- Costs will be nearly nil. How many customers will wait more than 365 days to return an item?
All in all, nicely done.