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Yashoda Bhagwat Provides Marketing Insight for Fort Worth Star-Telegram

In an article about holiday gift returns in the age of online retailers, Assistant Professor of Marketing Yoshada Bhagwat said there is opportunity in returns.

January 08,  2020

By Elaine Cole

The holidays are over, which means stores are handling an influx of returns. Retailers don’t like returns since that means a loss in revenue, but it can also be an opportunity for profits. 

In the Star-Telegram article, “Will Kohl’s-Amazon partnership make you more likely to return online purchases?” Bhagwat provided insight that the move was a win in convenience for Amazon shoppers, and a win in profits for Kohl’s.

Customers returning Amazon products to Kohl’s stores told Star-Telegram writer Carla Jimenez they did a little shopping while there.

“They need people to get in the store,” Bhagwat said of Kohl’s. Once they’re in, it’s much easier to buy something, especially when the return counter is in the back of the store.

“For marketing, it can be a great opportunity,” Bhagwat told the Star-Telegram. “What happens is customers return and often times exchange and spend more on themselves. They get credit, and it can be an opportunity for retailers.”

Read the entire article on the FWST website here.