Omni-channel Strategies: Returned Goods as an Opportunity
Somayeh Torkaman's research shows that returns with a good omni-channel strategy can be an opportunity for retailers to improve customer relationships and retain revenue
PhD researcher of the OPAC group will receive her PhD on Jan. 28 with her research titled 鈥淧roduct Exploration and Exchange in Omni-channel Retail. Her research focuses on how retailers with a good omni-channel strategy can deal with returns in a positive way.
Business Challenge
Returns are currently a major challenge for many business owners. They are often seen as a loss, with discarded or destroyed goods representing a financial loss. This problem is exacerbated by the social impact, as many of these goods end up being destroyed, posing an environmental problem.
Social Problem
In addition to the financial loss, returns contribute to environmental problems through the destruction of goods. This leads to wasted resources and increased waste production, which is harmful to the environment.
Returns are an Opportunity
Torkaman's research shows that returns can also be seen as an opportunity. By directing customers to physical stores during the returns process, retailers can achieve higher exchange rates and encourage customers to retain more products. This leads to better customer relationships and revenue retention. In addition, her research shows that omni-channel services such as BOPS (Buy-Online-Pickup-In-Store) and BORS (Buy-Online-Return-to-Store) motivate customers to discover new products, leading to further purchases.
Somayeh Torkaman defended her thesis 28th January. Title of PhD thesis: 鈥溾�� Supervisors: Tom van Woensel, Sarah Gelper and Nevin Mutlu.