I can’t find pants that fit right. I have a collection of pairs of jeans and slacks of varying lengths 30 through 34—I’m sure I’m growing more—simply because there’s a reality gap between the number on the label and actual fit. Somehow this simple fit issue is at the heart of online retailing and customer service and a big cost factor. For the world of online retail, we stand in the year 10 A.Z. (anno Zapposi). Tony Hsieh’s company, Zappos, has practically redefined how online retailers handle returns of products. It wasn’t too long ago that companies considered the returns of products as ‘Not my cost’. ‘Satisfaction guaranteed’ was quickly followed by ‘+Shipping and Handling’. Customers still had to pay to ship back shirts of the wrong size, or ill-fitting shoes. It was a key hurdle that kept many people from jumping online. Alleviating this pain became one of Zappos’ practical mantras to keep customer’s happy: Just order multiple sizes and return the others you that don’t fit; no cost to you, we’ll pay for the shipping. For customers, that’s simply brilliant. I no longer have to worry about online purchases resulting in the wrong size. I no longer have to try to guess th...