L.L. Bean has never been known as a retail trendsetter. The chinos and rubber-soled boots in its latest lineup could have come from catalogs bulk-mailed decades ago. The company has built a loyal following over the past 98 years with its liberal return policy and folksy sales staff, but it nabbed the No. 1 spot in this year's Bloomberg Business Week customer service ranking by adapting to the way its customers shop now.
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