Consumers are accustomed to generous product returns policies online. Firms recognize that it makes the purchase decision easier. But most companies restrict these policies to standard products and customized products are typically not returnable. In this article the authors argue that this is a mistake. Extending easy returns to customized products will encourage consumers to engage more with the brand and will also reduce the likelihood of returns occurring in the first place. This will result in more loyal customers and higher profits. The authors also explored the conditions…
