Kit Yarrow Ph.D. on September 4, 2012
The return—that moment when the customer effectively tells the store their sales transaction was a failure, that they found something better, or a better price—is an authenticity test. And according to my research, one that retailers often fail. When that happens, shoppers feel tricked.
The return—that moment when the customer effectively tells the store their sales transaction was a failure, that they found something better, or a better price—is an authenticity test. And according to my research, one that retailers often fail. When that happens, shoppers feel tricked.