BRIDGING THE GENERATION GAP
with the view to returning them . This is especially applicable to online fashion , where shoppers will typically buy multiple sizes and colours . On the other hand , digital migrants might hardly ever return an item and purchase higher value items overall .
Being able to tailor returns to both these groups will be increasingly important in the future and will help retailers foster customer loyalty from returns , as opposed to simply treating it as a cost-recovery exercise . Omnichannel commerce has become more competitive : retailers and carriers can no longer afford to target just one type of customer . Having the right insight into deliveries and returns can go a long way to ensuring differentiation and effectively serving the needs of today ’ s digital natives and digital migrants .
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