E-COMMERCE LOGISTICS It's Getting Easier To Return Items Bought On The Web.(A)

By Gary M. Stern

Investor's Business Daily

Buying an item on the Internet is as easy as clicking once or twice and filling in a credit card number.

But what about returning an item you bought online? Two clicks won't return your item. After many phone calls and a lot of re-packaging, the return processmay only be starting. Some consumers are exasperated.

Several companies, though, are working to end online-product-return headaches through so-called reverse logistics systems. This refers to moving goods and data from their "final" destination to another point. The idea is to either somehow get some value from the item or simply dispose of it -- while keeping customers happy.

Online sites have had a tough time conquering returns. Returns on goods bought over the Internet run much higher than returns to retail stores.

Market trackers say about 12% of Web-bought goods are returned overall and up to 40% for such items as women's apparel. Brick and mortar stores have a much lower rate of about 3%.