When that works, it’s about understanding that barrier. Why isn’t someone buying something? Because they’re not sure if it’s going to be any good. How can we make it easier for them to feel comfortable testing it out so they see if it’s any good? And if it doesn’t work for them, fine, they bring it back. But more people are going to check it out and more people are going to end up keeping it.

We can also go a little further in informing consumers up front, especially online—the availability of information can help reduce uncertainty. But we need to be careful. There’s a difference between us providing that information and someone getting that experience for themselves.