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Zappos.com, the online seller of shoes and clothing, saw participation in its 401(k) plan jump from 19% to 39% after it revamped the plan’s governance and investment lineup and instituted automatic enrollment.

Few changes had been made to the 401(k) plan since it was started in 2003, and in 2008, Zappos decided it was time to clear away the cobwebs. At Zappos, “our first core value is to deliver wow through service,” says treasury analyst Scott Schaefer. “We wanted to do that internally, we wanted to deliver the wow to our employees.”

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