How important is it to have - and brag about - a “free and easy” return policy? 

That is an issue that vexes many retailers. 

Processing and handling returns can be costly and time-consuming. 

But, there also are "costs" associated with more restrictive return policies. 

A two-year study comparing return policies of two similar retailers offers some new insights. 

How to deal with the turmoil and stress of today's retail environment?

Recent strategic changes by two global firms – McDonald's and 7-Eleven – offer good reminders for us all.

Each of these long-established businesses dealt with their growth challenges first by listening to their customers (using good data analysis and research).

Then, what they chose to do next offers some "food for thought" for all retailers. 

Most shoppers prefer to shop in stores, not online.

But – gulp! – there's a catch!

Despite the ease and convenience of online shopping, “the majority of American consumers still choose brick-and-mortar stores over e-commerce.”

Why? According to Retail Dive’s Consumer Survey* of 1,425 U.S. consumers, there are three main reasons:

1. “To see, touch, feel and try out items” is the top reason
2. Shoppers also want it now and want it fast; they want “to take items home immediately.”
3. One in five consumers cites easy returns  
   

Refreshing, isn't it? Shoppers want a shopping experience, in a real store. And it confirms that Amazon is nowhere close to being the only game in retailing. (If only everyone would quit hyperventilating.)

But, there is a far more sobering message here about today's very demanding shoppers.