Study On The Cross-return Strategy Of Defect-free Products In Omni-channel Retail System

With the rapid development of information technology and e-commerce,and the change of modern people’s living rhythm,consumers no longer satisfied with a single shopping channel.Therefore,many retail companies have started to integrate online and offline sales,and develop the omni-channel retailing model.The omni-channel retailing model makes consumer shopping more diversified and convenient,but due to the intangibility of online products,the issue of product returns has become increasingly important and can significantly affect the profits of retailers.Therefore,the question of which return strategy to adopt for different omni-channel retailing models to maximize profits,and what conditions are necessary for implementing different return strategies,is the focus of this paper.Firstly,we studied the omni-channel retailing cross-return strategy under the BOPS model.With the help of the consumer utility theory,we consider several factors such as cross-return probability,return processing costs,cross-selling profits,etc.We constructed the traditional and cross-return strategy models under the BOPS model,and through numerical analysis using Mathematica software,we investigated the impact mechanism of various factors on retailer demand and profit,as well as the implementation conditions for cross-return strategies.The study shows that when the product matching rate is small and the inconvenience coefficient is small or large,or when the product matching rate is large and the inconvenience coefficient is moderate,it is suitable to adopt cross-return strategies.However,when the cross-return probability and online return processing costs are both significantly high,the cross-return strategy is not suitable.Next,we studied the omni-channel retailing cross-return strategy under the BORS model.We constructed the traditional and cross-return strategy models under the BORS model and further clarified the return mechanism and return strategy implementation conditions through numerical analysis.By comparing the two return strategies under the BORS and BOPS models,we explored which return strategy is more beneficial for retailers under different omni-channel retailing models and their specific conditions.The study shows that when the product matching rate is large,or the product matching rate is small but the inconvenience coefficient is extremely high or low,it is optimal to adopt the cross-return strategy,and when the cross-return probability and online return costs are both significantly high,the cross-return strategy is not suitable.Under the traditional return strategy,the two omni-channel retailing models are equally favorable,while under the cross-return strategy,the BOPS model has a greater advantage.Finally,we take "Mouku" as the research subject,and based on the actual operating data of the enterprise,we give parameter values to conduct empirical research on two return strategy models under two omni-channel retailing models to observe the difference in implementation effects.The results show that,when the online return costs of the enterprise are low,the profit is higher after adopting the cross-return strategy for different omni-channel retailing models.However,when the impact coefficient of cross-return on consumer utility is very low,the cross-return strategy is not suitable.The profit growth rate after adopting the cross-return strategy under the BOPS model is twice that of the BORS model.The empirical results are consistent with the research results of this paper,which verifies the rationality and feasibility of the models proposed.