Post-Holiday Return Season: How Marketers Can Make the Best of It

Online and offline experiences should work together, said Darin Archer, CMO of e-commerce software solutions provider Elastic Path.

“If a consumer purchased something in-store, there’s often no real way to initiate a return online as the two systems have no clear picture of a single consumer,” Archer said. “Though some retailers have figured out the reverse — in-store returns of products purchased at an e-commerce site — without a unified picture of the customer, there will always be some friction in the e-commerce returns process.”