Daniel O’Neill

Sony Electronics Inc., the U.S. Sales and Marketing arm, established a program to eliminate returns for most categories. In order to be successful, any program has to be beneficial - or at least cost neutral - to both the manufacturer and the retailer. But the economics of returns are complex and confusing. This presentation discusses what returns truly cost a company, as well as alternatives that you can use to provide an advantageous solution. It also addresses Sony’s journey from determining the problem to implementing such a program.