Why Product Returns Don't Have to Be a Nightmare
Give consumers a good reason to continue coming back for more
By
Chris Dunn
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Analyzing what gets returned — and understanding why — helps e-tailers identify patterns that can reshape product design and selection. For example, businesses that see a spike in returns of a particular product can capture valuable information as a way to address what may be a design flaw or a product characteristic that's a turnoff to various customers.
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