With the rapid development of e-commerce and the economy, an increasing number of retailers are adopting a dual-channel retail strategy (DCRS), which allows customers to return unsatisfactory products, provided that their complaints are reasonable, and receive a full refund. This paper studies the pricing strategies of an integrated dual-channel retailer (DCR) when it provides return policies to customers, including original channel return, fixed cross-channel return, and relaxed cross-channel return. The relationship between the DCR’s system performance and channel pricing is impacted by customer channel preferences, and the return rates of different channels are discussed. The results show that the greater the difference in customer preferences between channels is, the greater the profitability of the DCR will be. A fixed cross-channel return model should be selected when the return rate in the online channel is higher or the cross-channel return rate is lower; otherwise, the original channel return model should be selected. When the return rate of a certain channel is high, the retailer should increase the price in that channel and reduce the pricing of its competing channel to compensate for the loss caused by the returns and transfer sales between channels. A selective return policy can not only improve the flexibility of business operations and enhance competitive advantage but also provide convenient customer returns and enhance consumers’ sense of security.

中文翻译：

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双渠道零售商的退货模式选择和定价策略

随着电子商务和经济的飞速发展，越来越多的零售商正在采用双渠道零售策略（DCRS），该策略允许客户在投诉合理的情况下退还不满意的产品并获得全额退款。本文研究了集成双渠道零售商（DCR）向客户提供退货政策时的定价策略，包括原始渠道退货，固定跨渠道退货和宽松跨渠道退货。DCR系统性能与渠道定价之间的关系受客户渠道偏好的影响，并讨论了不同渠道的回报率。结果表明，渠道之间的客户偏好差异越大，DCR的利润就越大。在线渠道的回报率较高或跨渠道的回报率较低时，应选择固定的跨渠道回报模型。否则，应选择原始通道返回模型。当某个渠道的退货率很高时，零售商应提高该渠道的价格，并降低其竞争渠道的价格，以补偿由于退货和渠道之间转移销售而造成的损失。选择性退货政策不仅可以提高业务运营的灵活性并增强竞争优势，还可以提供方便的客户退货并增强消费者的安全感。当某个渠道的退货率很高时，零售商应提高该渠道的价格，并降低其竞争渠道的价格，以补偿由于退货和渠道之间转移销售而造成的损失。选择性退货政策不仅可以提高业务运营的灵活性并增强竞争优势，还可以提供方便的客户退货并增强消费者的安全感。当某个渠道的退货率很高时，零售商应提高该渠道的价格，并降低其竞争渠道的价格，以补偿由于退货和渠道之间转移销售而造成的损失。选择性退货政策不仅可以提高业务运营的灵活性并增强竞争优势，还可以提供方便的客户退货并增强消费者的安全感。