Going That Extra Inch

When Eric Pegureo-Winters visited Landsend.com early this summer, he struggled to find a shirt he had previously seen in a catalog. So he clicked a "help" icon, and a sales rep took control of his browser and led him to a picture of the shirt. Then the rep used instant messaging to describe embroidery not visible on the screen. Pegureo-Winters, a 31-year-old manager at a Covington (Ky.) investment firm, eagerly bought the $50 garment. "I've never received that kind of service online," he says. "It felt like we were walking down the aisle in a store."

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