Research On The Influence Of Retailer Offline Return Service Under Omni-Channel Background

With the development of Internet technology,consumers can buy the products they need without leaving home.However,when consumers enjoy the convenience of the Internet,its virtuality also brings problems,the flood of false information makes the high return rate become the label of the network channel,so the risks and costs brought by the return have a great impact on the value decision of consumers.In the previous dual-channel supply chain,when consumers return goods,the online direct channel and the offline entity channel are independent,consumer returns can only be returned along the original purchase channel.Under the omni-channel 'Buy Online,Pick up in Store'(BOPS)strategy,the return form is more flexible due to the crossintegration of channels.But the implementation of omni-channel brings a better experience to consumers will requires enterprises to invest more resources and energy.The balance between the resulting cost and the benefits brought by the increase in the number of consumers is a problem that retailers need to consider.Therefore,whether the implementation of omni-channel can bring profit growth to retail enterprises and what is the condition of its implementation are the problems that this paper wants to solve.First of all,this paper takes dual-channel retailers as the research object,and studies the consumers return problems of online direct channels.This paper mainly analyzes the reasons for consumers returns and the processing process of returns at the present stage,and summarizes the omni-channel characteristics and return characteristics of BOPS offline Return service which referred as strategy of "Buy Online,Pick up and Return in Store"(shortage for BOPRS strategy).at the same time,compares the differences of returns under various channels.Secondly,the return time is used to represent the retailer's return service level,and the consumer utility before and after the retailer implement the BOPRS strategy is analyzed.Consumer return rate,retailer return time,BOPRS order unit processing cost and other factors are introduced.The utility function,demand function and profit function models are constructed to analyze the impact of the above factors on retailers.In the case of returns,in addition to the retailer's return service level,the return logistics cost incurred by the consumer will also have an impact on retailer's profit.Therefore,based on the consideration of the return service level,the return logistics cost of the consumer is further taken into account,the return logistics expense is expressed by the return logistics cost,and the sensitivity of the consumer to the return logistics cost is introduced to study the impact on the retailer's profit and implementation conditions.Finally,through the case of UNIQLO to further verify and supplement relevant conclusions.Research shows that :(1)The implementation of the BOPRS strategy will occupy the market share of the original dual channels,but the implementation of the strategy is conducive to the expansion of the consumer market for retailers;(2)When consumers are more sensitive to return time,retailers with low return service level can implement BOPRS strategy to capture consumers more effectively and increase profits.(3)Under the circumstance that the retailer's implementation of BOPRS strategy can improve the revenue,the more sensitive consumers are to the returns logistics cost,the greater the profit space for the retailer to implement omni-channel strategy.(4)It is not always favorable for retailers to implement the BOPRS strategy.under the influence of different factors,critical conditions exist to implement the strategy.