Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

Managing Product Returns in Swiss Online Apparel Retailing: A Multiple Case Study Approach

Published: May 24, 2022


Karyna Gaidarzhy, Graduate MScBA Online Business & Marketing, Lucerne School of Business; Thomas Wozniak, Institute of Communication and Marketing, Lucerne School of Business; Matthias Schu, Institute of Communication and Marketing, Lucerne School of Business


Product returns are a critical, costly task for online retailers; yet the process of avoiding returns is neither actively managed nor investigated. Based on a multiple case study approach, the authors collected six in-depth interviews with top- and middle-level apparel industry managers to shed light on the management and avoidance of product returns in online apparel retailing. Our findings identified several applications to reduce the environmental footprint of product returns and improving the company’s performance, based on five facets of returns management: (1) the interplay of return policy, product category, and preventive actions; (2) the application of avoidance practices; (3) the management of returns in omnichannel retail; (4) the potential of AI to reduce return rates; and (5) the role of sustainability in consumer behaviour. To reduce product returns and enhance a company’s performance, we propose to map the practices against different phases of the return journey.