Ops & Fulfillment: The latest techniques in multichannel upselling, warehouse advancements and returns processing

By Liz Kislik

“The biggest mistake I see with the returns process is that returns are treated as an operational procedure. But it’s an excellent marketing opportunity,” says Debra Ellis, president of Barnardsville, N.C.-based Wilson & Ellis Consulting. “It’s personalized contact with the customer that you don’t get when a customer orders online or through the mail.”