Here is an excellent presentation by Tony Hsieh -CEO Zappos.com
Please note the vision statement:
"One day, 30% of all retail transactions in the US will be online. People will buy from the company with the best service and the best selection. Zappos will be that company" Important point to note..'they call themselves 'service company' not 'shoe or clothing company'.Most important - their product is 'happiness'