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  "authorName": "Roland Berger",
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      "text": "Brands and retailers have a responsibility to communicate in a clear, concise and consistent way so that their customers understand better. This communication may also need to have an educational aspect. Customers are surprised that items are not always restocked when returned. Aside from product transparency, there needs to be more pre-purchase engagement with consumers about processes.",
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      "text": "If you offer free returns, you're likely to have a large cohort of shoppers who never intended to keep their purchase. These shoppers appear highly engaged and buy lots but also return most items and therefore have overall negative profitability. If you can stop marketing to this cohort of shoppers, your revenue may see a small decrease but will be outweighed by a significant boost in profitability.",
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      "text": "Brands and retailers have a responsibility to communicate in a clear, concise and consistent way so that their customers understand better. This communication may also need to have an educational aspect. Customers are surprised that items are not always restocked when returned. Aside from product transparency, there needs to be more pre-purchase engagement with consumers about processes. (Cristina Sabaiduc, Senior Sector Specialist Sustainable Textiles, WRAP); If you offer free returns, you're likely to have a large cohort of shoppers who never intended to keep their purchase. These shoppers appear highly engaged and buy lots but also return most items and therefore have overall negative profitability. If you can stop marketing to this cohort of shoppers, your revenue may see a small decrease but will be outweighed by a significant boost in profitability. (Vikesh Shah, New Business Director, Metail)",
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