KPMG in a recent study (Ecommerce Retail Logistics in India; 2018) estimated that return constitutes up to 20% of total transactions in ecommerce logistics with Cash on Delivery (COD) orders going up to 40%. With online shopping slowly gaining currency in Tier II & III cities and bulk of orders expected to being COD-based, return to origin is expected to go further up. In the United States, return forms around 10% of total transactions (US National Retail Federation; 2018).
Clearly, lack of standardization, impulse buying and sub-standard products are the major reasons for a picture like this. For a seller though, return up to 40% is a nightmare, no less. Apart from the cost of logistics, expenses incurred in rebranding, refurbishing, resale or simply disposal of return goods may further escalate the total cost. Embedding the cost of shipping, including 40% of expected return, will make the product commercially unviable and competition would ensure that seller doesn’t resort to this. Meantime, the shipper will be left wobbling.
Reverse logistics – the process of transporting goods back from the customer to the business, including for replacement, is integral to all businesses. It has been there for years, though for businesses and logistics companies it has become sort of a headache with the rise in online retailing, cross-channel returns and return of bulky goods like ATM machines, V-sats, furniture, etc. Reverse logistics is costly and labour intensive.
It means spending time and resources on a product that’s no longer an asset. It is also unpredictable and complicated and puts fulfillment centres and warehouses under tremendous pressure. Returned goods lying indefinitely with logistics companies for the lack of a clearly laid down procedural roadmap of delivery, is a common sight. Clearly, what is unproductive is burdensome and little effort is made to address this systemic malaise.
Reverse logistics is a reality and importance that both manufacturers and logistics companies must accord to reverse logistics should be lost on no one. Apart from the usual stuffs like strengthening products and packaging, employing novel consumer retention techniques, discouraging impulse buying, etc., manufacturers must also engage the logistics companies for developing a clear-cut framework of return logistics management. For one, make the process of return management easier for consumers.
Once a consumer initiates for return, auto-ticketing should ensure immediate response and a hassle-free pickup. Two, long-haul return process including return delivery should, to the extent possible, be the exact opposite of the forward movement. Three, ‘Customer is the king’ and in cases of return, customer satisfaction is ensured with return delivery only. Primacy need to be accorded to consumer satisfaction for, a satisfied consumer is also a loyal consumer. Four, in case of online retail, adopting a fully-integrated ecommerce platform will reduce the hassles of return management to a great extent.
This can be done by encouraging consumers to choose replacement in applicable situations. Five, determining, sorting and categorizing return products for further action like replacement, repair, resale, refurbish, recycle or scrap ward; in every probability, the salvage value once acted upon quickly could still be higher. And six, keep inventory from piling up in all the scenarios. Inventory stuck is a collateral damage.
Obviously, businesses resell, reuse and recycle returned products. In a study published earlier, Gartner Research indicated that nearly half of returned goods are resold at their full price. Furthermore, there is value in finding the best option for returned items like discount sale. Needless to say, effective reverse logistics can keep down any storage and distribution costs. In practice, there are two models of reverse logistics is visible. Some businesses separate their forward and reverse logistics while others find value in combining them. The relative success of combined or dichotomized models however depends greatly on experience and volume of return goods. For both the cases though, time is of essence.
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