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Jonah Berger, Author at Branding Strategy Insider

Motivating Buyers With Reversible Offers

Returns are a big issue for retailers. Consumers return more than a quarter of a trillion dollars in merchandise annually, and less than half of those goods can be resold at full price. In addition to creating problems for inventory management, retailers have to figure out how to restock the sellable goods and triage damaged ones to a string of liquidators and wholesalers.

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