Enhancing Post-Purchase and Product Return Experience of Customer from Online Apparel Retailers

Abstract

The Indian online retail industry has been growing at a sturdy pace showing great promise for investors. Online retailers, especially apparel retailers have to ensure an in-person shopping experience. This has led to many innovations like cash-on-delivery, product trial etc. However, most retailers focus on pre-purchase activities for customer acquisition. Post purchase and product return i an essential part of the overall purchase experience. This paper explores the need and wants of customers with respect to post purchase and product return and the level of service expected from online retailers.