E-tailers Battle Online Returns with Data and Personalization - The Amazon Way

With estimates that over 1/3 of all online orders get returned, and trends showing that this is increasing with a generation of shoppers growing up with an “all you can eat” returns expectation offered by companies like Zappos, retailers are using a combination of data and personalization to help reduce the burden and costs this presents.   Examples include hints to customers that they have returned prior items in this size, to customer segmentation which rewards more profitable customers with promotions.  The WSJ article is posted here: http://on.wsj.com/J8VwDg

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