For some bricks-and-mortar retailers, accepting e-commerce returns can mean another crack at landing a sale
That consumer aversion to shipping back unwanted goods could give bricks-and-mortar retailers an edge in the post-holiday hangover even as online sales continue to soar.
“It’s a qualified customer walking in the door with what amounts to a gift card,” said Bryan Eshelman, a managing director in the retail practice at consultants AlixPartners LLP. About 80% of shoppers prefer returning or exchanging items in stores, and nearly three-quarters say they are likely to buy something else in the process, according to a National Retail Federation survey released this week.
“Every year these policies get more and more liberal,” said Norman Brouillette, vice president of operations for Ryder System Inc.’s supply chain division, whose customers include retailers. “What we’re hearing from our customers is they are expecting to see a significant increase this year in returns” as e-commerce sales grow.
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