Why giving shoppers an easy way to return items has become retail gold

It seems counterintuitive: To sell more products, stores are focusing on the returns process. A quick and easy returns process can built consumer trust, and encourage people to shop more, safe in the knowledge that returning a product won’t be a problem. “When customers have a positive experience and aren’t worried about a difficult returns process, that drives customer loyalty,” says Matthew Quint, director of the Center on Global Brand Leadership at Columbia Business...