An Empirical Study Of Reverse Logistics Management In Supermarkets

Along with the growing awareness of consumer rights and the fierce market competition, supermarkets, which roles as an important channel for retail, returns of different kinds of products have become more frequent to them in the actual operation. Returns have become an important problem that supermarket have to face. Returns management reflects the "human level" of a supermarket operation, meanwhile, the attitude, policies and level of its staff to handle returns will also become an important factor in the stability of the parties to the supermarket in the competition for survival. In order to have long-term stability as a supermarket customer base and relatively low operating costs, and stand in an unbeaten status in the fierce competition, returns management research should be conducted to entity supermarket. Research on return management, is not just simply to improve market demand and return problems, but also a critical for enterprises to create profits.On this background, from the consumer point of view, by extracting a sample of 543 consumers in Nanjing, Nanjing consumer evaluation and analysis of the basic situation in the supermarket consumer, shopping features, reason for return and accept the return of all the factors in the process of concern, The results of the survey show that the consumers generally lack the acquaintance of return policy in supermarkets and the types of goods purchased in supermarkets and the amount of consumption are relatively limited in a certain scope. The reason why consumers return the purchased goods mainly is its quality problem. Besides, they focus on the conveniences in the process of returning the purchased goods.Finally, this paper presents that the supermarket should increase promotional merchandise management while improving product quality and sales, suggest supermarket develop a more rational return policy and simplify the return process, and try to add the price of commodity with high return cost, which can be reflected in the sales price. In addition, The paper also suggest that should supermarket increase customer relationship management and build an incentive system for call center staff.