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Retourenmanagement im Online-Handel
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Das essential vermittelt die Grundlagen des Retourenmanagements im Internet-Handel. Frank Deges erlutert eine Vielzahl von Handlungsoptionen, mit denen Online-Hndler durch prventive und reaktive Manahmen das Kundenverhalten beeinflussen, das Retourenaufkommen minimieren und die Retourenkosten senken knnen. Online-Hndler drfen Retouren nicht als gegeben hinnehmen, denn eine hohe Retourenquote belastet die Marge und kann insbesondere kleine Onlineshops schnell in eine existenzgefhrdende Lage bringen. Ergnzend wird aufgezeigt, wie sich der Erfolg einer unternehmensspezifischen Retourenstrategie durch Kennzahlen im Rahmen eines Retourencontrollings messen lsst.
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