Syfte – Syftet är att identifiera förbättringsåtgärder i en returhanteringsprocess för produkter med kort livscykel. För att kunna bidra med förbättringsåtgärder till fallföretaget har tre frågeställningar formulerats för att uppnå detta: 1. Hur ser returhanteringsprocessen ut för produkter med kort livscykel? 2. Vilka utmaningar finns det i returhantering? 3. Hur kan processen effektiviseras? Metod – I samtal med fallföretaget och under litteraturstudie identifierades ett problemområde vilket blev grunden för studiens syfte och frågeställningar. Utefter detta genomfördes en enfallsstudie som bestod av observationer och en intervju. Författarna strävade efter en djupgående kunskap av ämnet och därför ansågs enfallsstudie vara lämpligast för studien och dess syfte. För att skapa en grund för hur ett returflöde och utmaningar ser ut byggdes ett teoretiskt ramverk upp baserat på en genomförd litteraturstudie. Tillsammans med den insamlade data och teori analyserades möjliga förbättringsåtgärder. Resultat – Genom att integrera data och teori har möjliga förbättringar kunnat identifierats. En rekommendation är att införa nyckelfunktionen gatekeeping tidigt i returflödet, vilket bidrar till att returer sorteras för att skapa värdeskapande processer i returflöde i en större utsträckning. För att effektivisera ett returflöde kan det analytiska ramverket vara till hjälp för företag samt att betydelsen av att utgå ifrån ett standardflöde. Implikationer – Teorin nämner bristande kunskap inom returhanteringsprocessen, vilket bekräftades av den insamlade empiri där returflödet kan visa en utformning som inte är helt optimalt för produkter med kort livscykel. Det här mynnade ut i att författarna valde att sammanföra två returteorier samt med ett lean perspektiv för att belysa en ny synvinkel med förväntningar att uppnå ett mer optimerat returflöde. Med den nya synvinkeln finns det möjlighet att identifiera värdeskapande processer vilket dagens produktlivscykler kräver för att de idag tenderar att bli kortare. Begränsningar – Studien begränsar sig till en enfallsstudie, vilket medför att trovärdigheten och generaliserbarheten blir lägre. Dock ser författarna fördelar med detta för att de tagit fram ett nytt analytiskt ramverk som först får empiriskt stöd genom denna studie. Vidare krävs det forskning om det analytiska ramverket genererar förbättringar för företag. / Purpose – The purpose of this thesis is to identify improvements in a returns flow for products with a short life cycle. Three research questions has been formulated in order to enhance the return flow: 1. How is the returns flow process built for products with short life cycle? 2. What are the challenges in the returns flow? 3. How can the returns process be improved? Method – In conversation with the case company and during the writers literature study a problem area was discovered. This established a foundation for the purpose and research questions. The study was performed as a case study which included observations and an interview. A case study was considered as the most appropriate method for this study since the writers aimed to gather profound knowledge within the subject. A theoretical framework was built upon the literature study to help the writers create an understanding of the returns flow and its challenges. Findings – To be able to identify possible improvements the study integrated data and theory. Recommendations based on this study is to introduce the function of gatekeeping in a returns flow, which contributes to a create a greater value in the returns flow. The analytical framework can help companies to implement better structures for their returns flow and the writers can also recommend to follow one standard which enables a more efficient return flow. Implications – The theory argue that the knowledge is lacking on how to manage a return flow, this is confirmed with the gathered data where the return flow is not designed to create efficiency. To tackle this issue, the writers choose to intertwine two returns flow theories together with a lean perspective. With the integration of these theories, this new viewpoint had the expectation to achieve a more optimal returns flow. This would also give the possibility to find the value creating processes within the returns flow and help to extract as much as possible of the product life cycle. Limitations – The study is limited to a case study, this entails that the credibility and the generalization is low. This is a disadvantage, but this study can be seen as a starting point and therefore the case study is the most suitable. The theoretical framework that is presented in the study also needs practical verification to earn credibility.

During the previous years there has been a lot of focus on e-commerce in the fashion and clothing industry and that everything will be bought online in the future. However, several e-commerce companies have decided to expand into offline retail. This dissimilarity between theory and reality creates an interest for further research and a curiosity of how the future within retail will develop. The purpose of this research is to understand why Swedish online fashion retailers expand through an offline strategy. An Expansion Theme Model, which emerged from the theoretical framework, is used throughout the research to create a cohesive presentation of the material. In this research two case studies were conducted with e-commerce companies that are moving towards offline retail, one that is planning to open their own offline store and the other that is selling to external offline retailers. The findings present the reasons for expanding into offline retail according to the respondents in the two cases. Two reasons that were discussed in both cases were to enhance the brand image and use offline retailing as a marketing tool to reach a larger customer group and ultimately enhance the company’s profit. The findings present several problems within each case that can be solved by expanding into offline retail. The first problem is about suppliers that protect offline retailers. The second problem is about how to reach the minimum quantities that the suppliers require. The third problem is how to achieve a better negotiation power with the suppliers. The fourth problem discusses the challenge of displaying products online. The view of the future within retail is also presented, where all of the respondents agreed that the two selling channels will be more integrated in the future. Finally, the transition towards offline retail creates many new possibilities in the world of retail that is yet undiscovered and it is therefore exciting to follow this development.

Purpose: The purpose of this study is to explore whether customers’ return reasons differ between product groups and if their e-commerce experience is related to the return reasons. Moreover, we test if customers’ e-commerce experience is related to whether they refrain from ordering apparel when there is a perceived absence of information, and what product-oriented tools they prefer when purchasing apparel online. Design/methodology/approach: This is an exploratory mixed methods research within a fashion e-commerce context. We initiated the study by a systematic literature review to identify an underdeveloped area in the literature. As a result, it details an investigation of return reasons and product-oriented tools based on a focus group and customer survey. Findings: Results show that return reasons to some extent were similar between the product groups, where size and fit were the most common reasons for returns. However, the given share of the return reasons differed between the product groups. It became evident that some product-oriented tools are more preferred than others, namely product reviews and model-related tools (i.e. specified measurements and pictures on different sized models). Findings further show that a majority of respondents would completely or sometimes refrain from purchasing when there is an absence of information online. These findings were also investigated in relation to customers’ e-commerce experience, where we found a relationship between the variables. Practical implications: Several meaningful insights for fashion online retailers are developed from the results of this study, which can help them minimise unnecessary returns. While return reasons among apparel have, in the past, been analysed on an aggregated level, this study contradicts this practice. This study further suggests retailers to determine whether and how to manage, maintain and prioritise product-oriented tools on their website while still being in line with customers’ preferences and expectations. Originality/value of paper: This study contributes toward the literature of returns management in the fashion e-commerce context by, firstly, examining whether customers’ return reasons differ between product groups and secondly by investigating their preferences of product-oriented tools when purchasing apparel online. Lastly, it contributes through taking customers’ e-commerce experience of purchasing apparel online into consideration.

Näthandeln ökar över hela världen, och i Sverige är kläder och skor de största produktgrupperna som inhandlas online. I samband med detta ökar även antalet produktreturer, då förutsättningarna hos e-handelsföretag är annorlunda jämfört med fysiska butiker. Denna uppsats syftar till att undersöka vilka aspekter som kvinnliga konsumenter upplever som viktigast när en modeprodukt presenteras på en e-handelssida, och hur detta påverkar deras returbeteende. Vidare undersöks användarvänlighet på en e-handelssida, i form av befintliga funktioner och information gällande hur en produkt presenteras. Resultatet av de kvantitativa studier, i form av en enkät och en nulägesbeskrivning genominnehållsanalys, som gjorts i samband med uppsatsen visar att korrekta och utförligaproduktbeskrivningar är viktiga i processen innan köpet genomförs. Det är inte bara mängden av information som är viktigt, även kvaliteten hos den angivna informationen uppges vara viktig. Detta uppdagades också i nulägesbeskrivningen som gjordes av tre undersökta ehandelsföretag. Samtliga uppvisade en hög grad av användarvänlighet, vilket innebar att de hade många tillgängliga funktioner. Alla tre företag har dock höga returgrader, vilket indikerar på bristande kvalitet gällande den tillgängliga informationen. Resultatet visar också på likheter angående vad konsumenterna upplever som viktigt i en produktbeskrivning, och vad de upplever behöver förbättras. Baserat på resultatet av konsumentstudien samt kartläggningen av nuläget i de aktuella ehandelsföretagen, påvisas hur e-handelsföretag inom mode kan utveckla sitt avoidance-arbete utifrån konsumenternas efterfrågan. Då returgraderna inte är beroende av användarvänlighet i denna specifika undersökning, kan det också konstateras att användarvänligheten inte är den huvudsakliga påverkande kraften i konsumenternas returbeteende. / Online shopping is increasing all over the world, and in Sweden, clothing and shoes are the largest product groups to be purchased online. As a consequence, product returns are increasing as well, due to the conditions of online shopping being different to those in a brick and-mortar store. The purpose of this paper, which is written in Swedish, is to examine which aspects of the online product presentation are perceived to be the most important by female consumers, and how that affects their return behavior. Furthermore, user experience is examined via the available features and information regarding how a product is presented. The results of the performed quantitative studies, which include a questionnaire and a description of the present state of e-commerce companies through a content analysis of their websites, show that accurate and extensive product descriptions are important in the prepurchase process. However, it is not only the amount of information that is important, but also the quality of the provided information. This was also uncovered in the description of the present state, which was an analysis carried out on three e-commerce companies. All three displayed a high level of user experience, which meant a large number of available features. All three companies also displayed high return rates, which indicates a lack of quality in regard to the information provided. The results also show similarities in terms of what the consumers perceive to be important in a product description, while at the same time needing to be improved. Through the results of the consumer study and the description of the present state within the examined e-commerce companies, this study suggests ways for e-commerce fashion companies to develop their avoidance strategies, based on consumer demand. Because the return rates are not dependent on user experience in this particular survey, it was found that user experience is not the main influencing force in the consumers’ return behavior.

The returns management (RM) process has traditionally been seen as a value recovery process, which has resulted in an efficiency focus in the returns flow. This thesis present, the effects on a fashion e-commerce organisation, which is underprioritising or neglecting RM in general and consumer returns specifically. In the reported and described single-case study and through a real-life experiment, performed with the case organisation nelly.com, it is shown that the consumer returns rates are not only influenced by the product itself. They represent a complex problem that has its reasons and causes, whereby the product (size, fit, quality, et cetera) together with consumer buying and returning behaviour ultimately have a combined effect on the organisation. The results from the thesis are based on previous research and rest heavily on the research performed since the start of the research journey. Consumer returns form part of the value creation in e-commerce and therefore returns management is a strategic part of the business as such. Handling consumer returns in a traditional or efficient returns system without knowing the reason for return and the state of the returned item is nothing other than gambling with resources. The proposed returns information system (RIS) framework in the thesis addresses this issue and facilitates the downstream application of the gatekeeping activity, near or at the end-user location; managerial attention is required at the strategic process level to build a proper returns system that is partly, and quite likely, decentralised. Products, suppliers, customers and internal processes cause consumer returns and therefore a returns manager needs to address these with other functions and SC partners. This result is partly new and the proposed alignment of RM as a strategic process is new in the sense that RM is part of value creation. This thesis empirically supports the conclusion that “one size fits all” is outdated and does not fit with ecommerce business. The results imply that managers need to gain a profound understanding of consumers’ buying behaviour and also to create differentiated delivery and returns processes to be able to grow within the existing customer segments and possibly to attract new or non-customers who are out of reach at present. Seeing the RM process as strategic in e-commerce, as proposed in the thesis, facilitates the development of the process to become both effective and efficient. Returns management has the potential for revenue creation and cost reduction. / <p>Dissertation to be defended in public on 15th of February 2013, at 10.00 in lecture room Vasa C, Vera Sandbergs Allé 8, Göteborg, for the degree of Doctor of Philosophy</p>

“I changed my mind” is a case study aimed at investigating returns. Returns are often negative occurrences and can be seen as the last “block” in a supply chain. However, what this study shows is that a return is a great source for customer profiling and can lead to an increase in market shares if managed correctly. Many companies go about investigating satisfied customers and what aspects these customers are satisfied with. Instead this research focuses on finding out what dissatisfied customer feel and why they decided to return a specific product. Investigations are also made concerning the internal processes to manage product returns and if they can be improved at the case company (thereby lowering costs). This study shows how interrelated the supply chain is and illustrates how product returns can be lowered by changing the input in the supply chain. Reputation is a fragile thing and can be hurt from mismanagement related to returns and therefore I feel that it is important to study this phenomenon which is not often brought into light but nonetheless exits in almost every company (that offers returnable products). Enjoy your reading and see how your company can prevent your customers from changing their minds.

<p>“I changed my mind” is a case study aimed at investigating returns. Returns are often negative occurrences and can be seen as the last “block” in a supply chain. However, what this study shows is that a return is a great source for customer profiling and can lead to an increase in market shares if managed correctly. Many companies go about investigating satisfied customers and what aspects these customers are satisfied with. Instead this research focuses on finding out what dissatisfied customer feel and why they decided to return a specific product. Investigations are also made concerning the internal processes to manage product returns and if they can be improved at the case company (thereby lowering costs).</p><p>This study shows how interrelated the supply chain is and illustrates how product returns can be lowered by changing the input in the supply chain. Reputation is a fragile thing and can be hurt from mismanagement related to returns and therefore I feel that it is important to study this phenomenon which is not often brought into light but nonetheless exits in almost every company (that offers returnable products).</p><p>Enjoy your reading and see how your company can prevent your customers from changing their minds.</p>

The purpose with the study is to provide a basis for an implementable, improved returns management process. This will help to obtain an empirical result for Lager 157 and to fill any scientific knowledge gap. The study has been divided into two research questions that are of a hierarchical nature. The authors first want to map the return process in order to then make suggestions for improvements using collected data along with collected theory. Method – A single case study has been conducted because the authors are studying a process and want a more in-depth knowledge. The study is carried out on Lager 157, who is active in fashion retailing and has a pronounced strategy for omnichannels, where they use both stores and e-commerce. Because the study only is made on one company, the external validity will be low. But the authors will compare collected theory with the empirics, which will increase the external validity. The literature has been collected through different sources, such as; databases, snowballing and recommendations from teachers and fellow students. The methods for collecting data has been; interviews, observations and document studies. Triangulation of data has ensured that the collected data is correct. Findings – The authors have, together with data and theory, provided a basis on how the study company could improve their returns management. The basis stated is that a web-based return registration should be implemented early in the process but also that the stores should use the same ERP as they do in the e-commerce department. These suggestions are based on that the study company should highlight activities such as gatekeeping and return avoidance, which leads to an improved returns management. Because of these changes, the company can increase their process speed but also improve their process integration and take a step towards fully integrated omni channels. Implications –The study has provided with both empirical and scientific implications. The study company has, from the results, got an overview of their returns management but also been provided with suggestions that can lead to an improved returns management in the future. In the results, the study company can also see which effects these suggestions could have and see how the new returns management could look like compared to have it looked before. During the literature study, the authors found that research connected to omni channels and the focused area were missing. Based on this the authors have created a model which illustrates what the companies should prioritize. Because the study only is made on one single company, the authors thinks that there is room for further research where the model could be evaluated and evolved to fit a greater number of companies. Limitations – Because of a time limit of the study, a single case study was considered to be of high relevance. It gave the authors the opportunity to use different methods to collect data in order to strengthen the results obtained. The external validity would have been higher if an multi case study would have been conducted with a quantitative approach. The interviews where following a semi-structured structure because the authors wanted to gather a large amount of information and leave space for follow-up questions. The observations were unstructured in order to make sure that the observation object where acting naturally. On the other hand, a structured observation would have shown differences and deviations in the activities. The document studies were only used to find out which type of data that the study company did collect. This could have been more extensive in a quantitative focus on the study. / Syfte – Syftet med studien är att ta fram underlag för en implementerbar, förbättrad returprocess. Detta skall bidra till att få fram ett empiriskt resultat åt Lager 157 samt att fylla igen eventuella vetenskapliga kunskapsgap. Studien har delats in i två forskningsfrågor av en hierarkisk karaktär. Författarna vill först kartlägga returprocessen för att i sedan ta fram underlag för förbättringar med hjälp av insamlade data tillsammans med insamlad teori. Metod – En enfallsstudie har genomförts då författarna ämnar studera en process och vill ha en mer djupgående kunskap. Studien är genomförd på Lager 157 som är verksamma inom mode och har en uttalad strategi för omnihandel, där de använder sig av både butiker och e-handel. Då studien enbart är genomförd på ett fallföretag så kommer den externa validiteten vara låg. Däremot ämnar författarna jämföra insamlad teori med empirin, vilket stärker den externa validiteten. Författarna har samlat in litteratur genom olika tillvägagångssätt, såsom; databassökningar, snöbollsmetoden samt rekommendationer ifrån handledare och medstudenter. De metoder som har använts för att samla in data är; intervjuer, observationer och dokumentstudier. Triangulering av data har säkerställt att den insamlade data är korrekt. Resultat – Tillsammans med insamlade data och teori har författarna tagit fram underlag för hur fallföretaget skulle kunna förbättra sin process. Det underlag som tagits fram är dels att en webbaserad returregistrering bör implementeras tidigt i flödet samt att butikerna och e- handeln bör använda sig av samma affärssystem. Detta underlag har sin grund i att fallföretaget bör lyfta fram aktiviteter så som gatekeeping och return avoidance, vilket leder till en förbättrad returprocess. Effekterna anses bidra till att fallföretaget kan öka sin bearbetningshastighet men också förhöja sin processintegration och ta ett steg mot en fullt integrerad omnihandel. Implikationer – Studien har både tagit fram empiriska och vetenskapliga implikationer. Dels har fallföretaget utifrån studiens resultat fått en överblick i hur returprocessen ser ut men också fått ett underlag med åtgärdsförslag som kan leda till en förbättrad returprocess i framtiden. I studiens resultat kan fallföretaget se vilka effekter detta kan mynna ut i men också hur det nya flödet skulle komma att se ut i de båda kanalerna. Då forskning inom omnihandel kopplat till det studerade området ansågs saknas så har författarna tagit fram en modell som illustrerar vad företag bör prioritera. På grund av att studien enbart är genomförd på ett företag anser forskarna att det finns ett tillfälle för vidare forskning, där modellen kan utvärderas och utvecklas för att passa ett större antal företag. Begränsningar – Då författarna har en tidsbegränsning kopplat till arbetet ansåg författarna att en enfallstudie var av högst relevans. Detta gav även möjligheten för författarna att ta användning av olika datainsamlingstekniker för att stärka de resultat som tagits fram. Om en flerfallstudie hade genomförts med mer kvantitativ datainsamling hade det gett en mer överblickande bild, vilket skulle kunna stärka den externa validiteten. De intervjuer som genomfördes följde en semistrukturerad struktur då författarna ämnade att samla in en stor mängd information och där utrymme fanns för följdfrågor. De observationer som genomfördes var ostrukturerade för att säkerställa att observationsobjekten betedde sig naturligt. Däremot hade en strukturerad observation visat på skillnader och avvikelser i aktiviteterna. Dokumentstudierna användes enbart för att säkerställa vilken typ av data som samlades in i dagsläget och kunde ha varit mer omfattande vid en kvantitativ inriktning på studien.

Returns in the fashion e-commerce industry have experienced a significant increase in recent years, and with the continuous growth of e-commerce, returns are expected to further increase. Companies are faced with the choice of either improving existing return processes or focusing on avoiding returns before a purchase is made. The purpose of this study was to identify methods for avoiding returns by examining returning behaviors and avoidance practices. The feasibility of these methods was investigated for a specific company in the premium segment, allowing conclusions to be drawn about their applicability for similar companies in the same segment. The results indicated that the suitability of a method often depended on how customers perceive the company's brand. Furthermore, the findings revealed a trade-off between providing extensive product information and the risk of damaging the brand image. By implementing suitable methods to avoid returns, the number of returns and associated costs can be reduced, while enhancing customer experience, satisfaction, and loyalty. Additionally, a reduction in returns can also mitigate the negative environmental impact caused by a high volume of returns. / Returer inom mode e-handel har ökat drastiskt de senaste åren, och med bakgrund av en växande e-handel kan returer förväntas öka ännu mer. Företag står inför valet att antingen förbättra befintliga returprocesser eller att fokusera på att undvika returer redan innan ett köp genomförs. Syftet med denna studie var att identifiera metoder för att undvika varureturer genom att undersöka returbeteenden och förebyggande åtgärder. Tillämpbarheten av dessa metoder undersöktes för ett specifikt företag inom premiumsegmentet och således kunde slutsatser dras om metodernas tillämpbarhet för liknande företag inom samma segment. Resultaten visade att huruvida en metod var lämplig eller ej oftast kunde kopplas till hur kunder uppfattar företagets varumärke. Vidare visade resultaten att det finns en avvägning vad gäller att tillhandahålla omfattande produktinformation gentemot att riskera att skada sitt varumärke. Genom implementering av lämpliga metoder kan antalet returer och därmed returkostnader minskas, samtidigt som kundens upplevelse, nöjdhet och lojalitet förbättras. Slutligen kan även en minskning av returer också minska den negativa påverkan på miljön som orsakas av ett stort antal returer i allmänhet.

Motivation: Reverse Logistics is part of the concept of Sustainable Supply Chain Management, which is the supply chain consideration of the economic, environmental and social goals of all the stakeholders. These considerations should be balanced in a so-called Triple Bottom Line approach. However, literature approaching the social aspects is almost inexistent and the Triple Bottom Line approach is not common when examining the supply chain problems. The study focuses on companies operating in the Swedish market, since the country is an example in many TBL aspects. Moreover, the study is limited to the fashion apparel industry due to its high amount of returns.  Objectives: The purpose of this study is to explain how Reverse Logistics in the fashion industry can contribute to the social dimension of Triple Bottom Line, as well as to identify the tools and strategies used by the fashion companies to balance the trade-offs between the Triple Bottom Line dimensions in the context of Reverse Logistics and explain the reasons behind the decisions.  Approach: This is a multiple case study of six companies. Both primary (semi-structured interviews) and secondary (corporate reports and websites) sources were used to collect data. The empirical data was analyzed using pattern matching, first each case individually and thereafter cross-case analyses were performed.  Conclusions: The social contribution of Reverse Logistics in the fashion industry is mainly limited to donations to charity. In addition, it is not focused on the workforce, as suggested by the literature. Regarding the trade-offs in Triple Bottom Line, most of the fashion firms do not recognize them in the context of Reverse Logistics. Therefore, companies do not need to prioritize the Triple Bottom Line dimensions or use tools to balance them.