A carregar...
Publicação
Product returns in fashion e-commerce
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.96 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Product returns are a significant challenge in e-commerce, particularly for online fashion retailers, where return rates can range from 30% to over 50% for some product categories. Such high values can result in increased costs, reduced profit margins, and sustainability concerns for retail businesses. Unlike brick-and-mortar retail, however, the main issues contributing to increased e-commerce fashion returns are that customers cannot properly assess products online from images and descriptions and are not able to try merchandise before they buy. This document details a case study of a multi-national European fashion e-tailer and analyses its transactional data to determine the specific factors influencing the return rates. If an item is returned by a customer and put back into inventory for resale, it was calculated from operational data that each return decreases product profitability by 33%. Based on feedback from managerial interviews and customer surveys, as well as reviewing of the latest industry trends and research literature, recommendations are proposed to mitigate the effect of high returns in terms of improving profitability and decreasing environmental impact. Nevertheless, returns will remain an inevitable part of online fashion for the foreseeable future – as such, the case study also throws up several areas for further research in the subject of returns management.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Fashion E-Commerce Product Returns Management Retail Sustainability Optimising Online Returns SDG 9 - Industry, innovation and infrastructure SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption