Return strategies and channel pricing in omni-channel retail considering heterogeneous customer perceptions

Abstract

As Internet technology advances, the retail industry is increasingly adopting omni-channel operational strategies. This research delves into the interplay between return losses and customer perceptions of online products, and how these factors influence profit-maximizing omnichannel retailers’ optimal return strategy and channel pricing. Previous studies have primarily focused on cross-channel aspects and have not thoroughly explored the impact of return loss on profitability in an omni-channel context. The study assumes that profit-maximizing retailers allow consumers to choose their purchase channels based on perceived utility of different channels, while adhering to the retailer’s stipulated return strategy. To this end, we introduce three distinct return strategies (returning products via the original purchase channel, offline return, and online return) for omni-channel retailers. We aim to identify the most profitable return strategy by considering diverse return losses associated with each channel and consumers’ perceptions of online products. Our analysis identifies scenarios in which a particular return strategy either boosts or reduces retailer profit, thereby facilitating optimal channel pricing decisions. Our findings reveal that customers’ purchasing channel selections are affected by their perception, retailer’s return strategy, and net return loss. We also find that no matter what kind of operation scenarios the retailers adopted, the retailers should let all customers return to the online channel to generate maximum profit when the difference between the retailer’s online and offline net return loss is less than the difference between the customer’s online and offline return hassle cost. Conversely, an offline return strategy proves more profitable. Our findings are supported by numerical simulations, guiding omni-channel retailers in making informed decisions regarding return strategies and channel pricing.