Customer-to-customer returns logistics: Can it mitigate the negative impact of online returns?

Abstract

Customer returns are a major problem for online retailers due to their economic and environmental impact. This paper investigates a new concept for handling online returns: customer-to-customer (C2C) returns logistics. The idea behind the C2C concept is to deliver returned items directly to the next customer, bypassing the retailer’s warehouse. To incentivize customers to purchase C2C return items, retailers can promote return items on their webshop with a discount. We build the mathematical models behind the C2C concept to determine how much discount to offer to ensure enough customers are induced to purchase C2C return items and to maximize the retailer’s expected total profit. Our first model, the base model (BM), is a customer-based formulation of the problem and provides an easy-to-implement constant-discount-level policy. Our second model formulates the real-world problem as a Markov decision process (MDP). Since our MDP suffers from the curse of dimensionality, we resort to simulation optimization (SO) and reinforcement learning (RL) methods to obtain reasonably good solutions. We apply our methods to data collected from a Dutch fashion retailer. We also provide extensive numerical experiments to claim generality. Our results indicate that the constant-discount-level policy obtained with the BM performs well in terms of expected profit compared to SO and RL. With the C2C concept, significant benefits can be achieved in terms of both expected profit and return rate. Even in cases where the cost-effectiveness of the C2C returns program is not pronounced, the proportion of customer-to-warehouse returns to total demand becomes lower. Therefore, the system can be defined as more environmentally friendly. The C2C concept can help retailers financially address the problem of online returns and meet the growing need for reducing their environmental impact.