Your new post is loading...
Most retailers are familiar with “shopping bulimics” – the consumers who make purchases and promptly return their merchandise. Retail consultant Kurt Salmon told the Wall Street Journal in an article last year that one third of all Internet transactions result in returns. While this might not be the best-case scenario for retailers, some of whom lose millions a year on returns, it’s important to note that consumer behavior often dictates best practices for retailers.
Just as marketers will seek out many channels to connect with potential buyers, retailers are also embarking on omni-channel retailing to offer transaction options with the maximum number of consumers. Recent studies have shown that despite offering free shipping on returns, which has driven up online sales, retailers can leverage more pull with consumers who buy online and want to return their products in person to the physical store....
Many challenges ahead for retailers who are encountering the fickle demands of consumers.