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首页> 外文期刊>California management review >Returning Customers: The Hidden Strategic Opportunity of Returns Management
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Returning Customers: The Hidden Strategic Opportunity of Returns Management

机译：回头客：退货管理的隐藏战略机遇

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摘要

Product returns are both a challenge and an opportunity for most retailers, since more than US$640 billion in revenue is lost each year because of preventable product returns. A major impediment to unlocking the full potential of these returns is the firm’s returns management program : the policies governing the customer-firm exchange process. Recent insights from research and practice have yielded the unprecedented opportunity to open the “black box” of developing effective programs. Yet, such development must address three main questions: What types of returns management programs exist? What misunderstandings impede returns management effectiveness? How can retailers develop effective programs? This article distinguishes among different types of returns management programs and discusses the managerial misunderstandings that reduce their effectiveness. It presents a framework for developing, implementing, and controlling effective programs that allow retailers to boost sales, reduce returns, and increase profitability.
机译：对于大多数零售商而言，产品退货既是挑战也是机遇，因为由于可预防的产品退货，每年损失的收入超过6400亿美元。充分发挥这些退货潜力的主要障碍是公司的退货管理计划：管理客户-公司交换过程的政策。来自研究和实践的最新见解为开发有效计划的“黑匣子”提供了前所未有的机会。然而，这种发展必须解决三个主要问题：存在哪些类型的退货管理计划？哪些误解阻碍了回报管理的有效性？零售商如何制定有效的计划？本文区分了不同类型的退货管理计划，并讨论了降低其有效性的管理误解。它为开发，实施和控制有效计划提供了一个框架，该框架使零售商能够提高销售额，减少回报并增加利润。

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