Omni-channel is significantly changing the way customers interact with retailers. In this environment, consumers freely choose the purchase channel, as well as the way to receive the order. They expect to have experiences that exceed their expectations, regardless of their choice of purchasing channels (eg, purchase via desktop, smartphone or traditional retail) and delivery (eg, delivery via locker, home, or in-store pickup).
In this context, high expectations extend to the order return process, which, if carried out satisfactorily, represents a unique opportunity to promote customer loyalty. Otherwise, this step can become an “invitation” for the destruction of the reputation of retailers by customers, who are now multiconnected via social networks, boosting the competition's sales.
In a Webinar da Harvard Business Review (HBR), reproduced in the video below, Professor Dale Rogers describes why the devolution process is so critical to the success of leading companies.
Video 1 – Omnichannel Retailing: Reverse Logistics and Customer Loyalty
Source: HBR
Dale Rogers is Professor of Supply Chain Management at Arizona State University and leader in Sustainability and Finance practices in Supply Chain Management in the ILOS.
