Samenvatting

The topic of this bachelor thesis is a market research of the German returns behaviour in order to find out how companies in the online trade can best prevent customers from returning the ordered article. Returns are and remain an important part of the business model in online retailing. Without the possibility of free returns, online retailers would quickly lose their customers. Therefore, companies must weigh up between customer and cost orientation. On the one hand, e-commerce benefits from the customer-friendly right of withdrawal, on the other hand, this often results in high return rates, which in turn pose a logistical challenge for the company and at the same time put the company's profitability to the test. The first chapter of the bachelor thesis focuses on the theoretical information about returns management and thus provides the framework for the bachelor thesis. It is discussed which preventive and reactive measures are available for the avoidance of returns and how they can be used. Through the preventive returns management, the number of returns can be influenced. The profit is increased by permanently reducing the returns rate without weakening customer loyalty, but in the best case can even be strengthened and can bring a value added for the customer. Reactive returns management is primarily responsible for reducing the cost of returns already incurred. By quickly reprocessing the goods, the products can be resold more quickly and thus lead to higher profits. However, returns should not be taken for granted. Just by optimizing the product description and product images, the customer can be influenced even before the order is completed by making the selection of the right product as easy as possible. In this way, for example, multiple orders can be avoided, which account for a large proportion of returns. In the second chapter of the Bachelor thesis the reader can find more information about the material and the method. On the one hand, German society is asked about its returns in a survey, and on the other hand, a company is asked about the difficulties in online trade with regard to returns by means of an interview. Based on Chapter Two, Chapter Three explains the results of the different methods. The reader is given an insight into the results of the survey and interview. The results of the survey are presented with diagrams to give a clear and precise picture. After the analysis, Chapter Four goes into more detail on the results of the research and provides a conclusion and a recommendation based on it. Returns can never be completely avoided. Often one is powerless over the taste of the customer and cannot avoid the return itself. That is why it is important for the company to put a lot of emphasis on quality within the company. By avoiding returns that are based on mistakes made by the company itself, a large amount of returns can be saved. Furthermore, the company must pay attention to a clear, attractive and above all informative website. The customer orders based on information on the website and customer reviews. The more informative the descriptions and the better the customer reviews, the fewer incorrect and multiple orders will be.