Most businesses use the waiting effect. They offer a free delivery with a free return without justification necessary if the product is not suitable. This reassures customers and allows a relationship of trust.
The waiting effect is an unexpected benefit for the customer. The company has the possibility to communicate the fact that it is fast, but it does not do it. The surprise effect has a better impact and builds a reputation in a market.
It is an expensive process, but it has the merit of creating value.