Dear Dr. pROfIt: Test to Find a Profitable Returns Strategy
Dear Dr. pROfIt: We sell items that have a 25 percent return rate. In other words, one out of every four items we sell is returned to us for one reason or another. My boss thinks we should stop marketing to customers who return merchandise. I believe it's unfair to stop marketing to customers who return merchandise, because it isn’t the fault of customers — it's our fault for not meeting customer needs. What do you think?