Achieve Superior Performance Through Omni-channel Reverse Logistics

Abstract

This dissertation first explores the facilitators and barriers of omnichannel returns activities. It then examines how those factors are impacting customers' repurchase intentions and actions on online traffic and brick-and-mortar store traffic. The returns experience is often an overlooked way to drive both customer engagement and repeat sales in omnichannel retailing. Our research finds that a transparent return policy and transparent loyalty program are essential to driving new shopping moments. A return experience enhanced by great frontline employee service can retain existing shoppers and drive more footprints to stores and further stimulate retailer sales.